Chaos breaks out after Build-A-Bear Workshop closes doors when supplies run out

This article is more than 2 years old

This article is more than 2 years old

A marketing ploy to get more shoppers into a toy store had to be abandoned after it caused huge queues and outbreaks of violence across Britain, with would-be consumers battling to get their hands on a bargain teddy bear.

Build-A-Bear Workshop was offering UK customers the chance to buy any bear, which can cost up to £52, for the price of their child’s age.



However, huge demand caused chaos at shops across the UK, with some forced to close their doors.



Children were left distraught after queuing for hours only to be told the bears had run out, and in other places there were reports of fighting between parents desperate to purchase one of the bears.

Brad Brinkley (@MrBradBrinkley) At the @buildabear #payyourage event. We've moved 20 feet in 45 minutes. #BuildABear = #BuildANightmare pic.twitter.com/4IsuryeKMU

At White Rose shopping centre in Leeds, police were called when queues “about a mile long” formed. Stores at Sheffield’s Meadowhall shopping centre, as well as in Telford and Basingstoke, had to shut for the rest of the day.

Paul Shaw, a shopper in Leeds, told the BBC: “Crazy scenes at the White Rose – Build-A-Bear is in chaos.



“Queuing from the store, all the way outside, approximately five-hour queue. There are even police here trying to keep the peace.”

One newspaper in Wales even ran a live blog on the event. Hannah Dyer told WalesOnline she had been left “disappointed” after not being able to purchase a bear for her young son.



“I didn’t think it was very clear online this could happen. We told our little one he would be getting a bear today,” she said.



Play Video 0:24 Build-A-Bear bargain offer causes chaos at UK stores - video

“I feel sorry [for] the guy who has to give out the bad news to everyone. I think they should have realised it was going to be this busy and honour the same deal tomorrow.”

Other parents vented their frustration on social media, saying their children were left “heartbroken” and criticising the organisation of the event.

Hannah Bargery (@hannahbargery) One shopper got in the Build-A-Bear queue at 7.10am and said there were at least 50 people waiting when she left.

Now the wait is more like 6 hours pic.twitter.com/1b1YIYZ2si

In a statement on its Facebook page, Build-A-Bear Workshop said: “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.”

At 1.30pm, customers in Cardiff were still queuing but the store was no longer allowing anyone in after it ran out of bears. Vouchers of £12 were being offered to those who were not able to get a bear.



Play Video 6:27 After you: the psychology of queues and how to beat them - video explainer

A Build-a-Bear spokesman said: “Per local authorities, our Meadowhall, Telford and Basingstoke locations will be closed for the remainder of the day due to extreme crowds and safety concerns.



“Please note: all stores in the UK are reporting similar crowds and lines, and they can no longer accept additional guests for this event.

“The response to our pay your age day event has been overwhelming and unprecedented.”

In the US, where the promotion was also taking place, the Build-A-Bear store in Manhattan had closed their line at 1pm.

A staff member said everyone currently in line – there were about 300 at 3.30pm – would definitely received a bear.

About 20 metres from the front of the line, Tiffany Brown, from the Bronx, was waiting with her three daughters.

Brown, 30, was shocked to hear of the chaos elsewhere. “To wait and be turned away, that’s sad,” she said.

Brown had been waiting with her children and some friends for five hours, although she said she didn’t mind.