Build-A-Bear's 'Pay Your Age' Promotion Turns To Chaos, Police Shut It Down
By Dave Basner
July 13, 2018
Earlier this week, Build-A-Bear Workshop announced a huge promotion called "Pay Your Age Day" that put the prices of their plush toys, normally $35, at whatever the stuffed animal's new owner's age is. Shoppers in the US, the UK and Canada were excited about the one-day event, but things didn't go as planned when it happened on Thursday.
So many people tried to take part in the sale that within hours, the lines across the country became too long for mall security guards to handle so police had to come in and shut it down over safety concerns. However, that happened after some families waited in line for hours, only to leave empty-handed.
Build-A-Bear tweeted out an "urgent message" to customers to let them know about the end of the promotion. It read, "**Urgent Alert: Per local authorities, we cannot accept additional Guests at our locations due to crowd safety concerns. We have closed lines in our stores. We understand some Guests are disappointed and we will reach out directly as soon as possible."
**Urgent Alert:
— Build-A-Bear Workshop (@buildabear) July 12, 2018
Per local authorities, we cannot accept additional Guests at our locations due to crowd safety concerns. We have closed lines in our stores. We understand some Guests are disappointed and we will reach out directly as soon as possible. https://t.co/aSFfPCcfsG pic.twitter.com/WZJ53tOAEH
Parents were frustrated and very disappointed with the company, which mandated that children be present to get the stuffed animals at a price equal to their age. After the moms and dads entertained their kids in lines that stretched for blocks, they had to then break the news to their little ones that they weren't getting a bear.
Many turned to Twitter to vent.
@buildabear I’m disappointed in the way that your stores handled today’s event. I waited in line for over 4 hours just to get turned away in the long run. Your employees were extremely rude & aggressive. Its disappointing to see how unprepared you guys were for today.
— Jazmine Eileen✨ (@ItsJustJaz_) July 13, 2018
@buildabear @emma1885 angry and fuming, we are working parents, my wife is having to drive 100 miles after work to get to a store to take up the offer, and now we have a 2 year old in meltdown she's not getting a bear, perhaps your MD wants to consul her @BBCWatchdog #buildabear
— Dave A (@geekonaleashuk) July 12, 2018
Horribly Disappointed with the Organization of the Build a Bear "Pay your Age DAY" when they closed lines in a few hours at Square One Mall. Thank you for making my two years and countless of other kids cry. #WorstEventOrganized @buildabear
— ahaya (@ahaya57030108) July 13, 2018
We went w our 7 yr old (special needs grandson) for upcoming bd. The lines in #Eugene vrc we're beyond imagination. No planning... Babies toddlers mother's dad's some driving a hundred miles away to get an affordable bear very disappointed. Shame greedy gimme bear... #buildabear https://t.co/DnOOpFyjxI
— Diane Fertig Page (@dddreamcat) July 13, 2018
To make up for the shortfall, the store is offering all members of their Build-A-Bear Bonus Club a $15 voucher towards the purchase of a bear. To have taken part in the "Pay Your Age" promotion, customers had to sign up for the free rewards program.
Addressing the promotion, Build-a-Bear reps told All the Moms, "The response to our Pay Your Age Day event has been overwhelming and unprecedented in our 21-year history, and the safety of our guests and associates is our top priority."
Photo Credit: Getty