Build-A-Bear Workshop's almost-too-good-to-be-true "Pay Your Age" deal turned out to be just that. Or at least just too good. The shopping mall staple, which specializes in customized stuffed animals, offered shoppers a one-day-only deal: customers could buy the typically $20 to $35 items for a price matching their own age. Per Fortune, the promotion, which was offered in the US, UK, and Canada, was pulled after just hours. As USA Today notes, the insanely long lines that appeared outside stores weren't just casual shoppers, they'd all enrolled ahead of time with the Build-a-Bear Bonus Club rewards program in order to get the deal. Some waited hours before they were told the promotion was no longer available.
As a flurry of criticism ensued from miffed customers across social media, the Missouri-based Build-A-Bear Workshop Inc. stepped in to try and calm the masses with the aid of vouchers for future purchases. "We could not have predicted this reaction to our Pay Your Age Day event," read a company statement. "As such, our goal with the voucher extension is to enable us to better flow traffic to the stores over the next several weeks to avoid long lines and wait times as much as possible." The company blamed safety concerns spurred by extremely long lines as the reason the promotion was cut short.