Build-A-Bear forced to abandon promotion due to safety concerns

Build-A-Bear forced to abandon promotion due to safety concerns
Build A Bear's Pay Your Age Day sale has had to be abandoned

Build-A-Bear Workshop has had to abandon its ‘Pay Your Age Day’ sale after being overwhelmed at its stores.

The toy manufacturer launched their first ‘Pay Your Age Day’ in stores across the UK today – and chaos soon ensued, with customers in Sheffield facing nine-hour queues.

Meanwhile, in Leeds police were called to the scene due to the volume of customers.

In order to participate in the promotion, parents had to join the free Build-A-Bear bonus reward scheme, providing a valid email address and name.

Shoppers could choose any soft toy and pay the same amount as the age of the child they are buying for.

Parents began arriving at stores across the country early this morning including the one at centre:mk to pick up their gift but were left shocked at the size of the queues.

And it seems so too was the company which has had to abandon the sale and refuse any further customers due to safety concerns given the sheer number of people visiting and queuing at stores.

9-hour queues

In several cases queues zigzagged along the length and breadth of high streets, resulting in bemused reactions on social media.

While some customers managed to make light of the situation.

Staff, however, voiced their concern about the promotion.


Following the postponement of the sale a Build-A-Bear spokesman posted the following on social media: “The response to our Pay Your Age Day event at all of our U.K. locations has been overwhelming and unprecedented in our 21-year history.

“The crowds have greatly exceeded our expectations and, per local authorities, queues are at capacity and we cannot accept additional Guests due to extreme crowds and safety concerns.

“We understand our Guests are disappointed, and we are working to address the situation. We will reach out directly to our valued Guests as soon as possible.”