The toys have been doubly abandoned first, by Andy, who no longer needs them, and then, by the stuffed bear Lotso (Ned Beatty), who runs the place and turns it into a nightmarish prison.

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But never the main product, the stuffed bear.

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The young Lisa Diaz stars as a solo sailor who parks her boat and crosses the Brooklyn Bridge, with flag and stuffed bear in tow, in search of big-city adventure at famous landmarks she finds on an ancient map.

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Thus inspired, Michtom duly created a stuffed bear cub, and he put it in his shop window, accompanied by a sign that read "Teddy's bear", having already sent an earlier version to Roosevelt, who promptly gave him permission to use his name.

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An obligatory replica troll and a stuffed polar bear provide cheesy photo ops for willing tourists, but there are authentic treasures to be found as well.

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That changed Saturday, soon after Theresa Nash went on CNN, clutching Ben's beloved teddy bear and Henry's stuffed hippo as she sat beside a picture of the two boys.

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Nonetheless, Build-A-Bear executives maintain its apparel and accessories are only for stuffed animals.

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"I wanted this place to become a destination where people would come and meet and stay and talk, " said Ms. Sozzani, whose long office is stuffed to the rafters with objects, photographs and furnishings that she either couldn't bear to sell or never intended to.

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