Build-A-Bear wasn't prepared for the huge response to Pay Your Age Sale

Marketing can be a risky thing sometimes, and unfortunately Build-A-Bear's Pay Your Age sale on Thursday was an unprecedented disaster.

The sale -- where customers could build a bear and pay an equivalent to their age -- took place at locations across the country including the Mall of America and Rosedale Shopping Center in Roseville.

But due to "an overwhelming response," some Build-A-Bear locations were forced to close or cut lines short. An official statement reads, in part:

"We feel it is important to share that, based on the information available to us before the day began, we could not have predicted this reaction to our Pay Your Age Day event. We understand that many Guests were turned away as, due to safety concerns created by the crowds, authorities in certain locations closed Build-A-Bear stores and, in other locations, we were forced to limit the line. Unfortunately, given these circumstances, we were unable to serve all of our Guests for the Pay Your Age Day event."

According to Bring Me The News, the Mall of America was forced to shut down lines, and at Rosedale Center the wait to get into the store was as long as five hours.

Customers who were turned away received a voucher to redeem at another time.

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