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Parents have spoken of their disappointment after a Build-A-Bear promotion went wrong in Belfast city centre .

There have been claims that a person was assaulted and the police were called - and that the store ran out of stock.

Queues of 'hundreds' gathered outside the Victoria Square shop for the 'pay your age' promotion.

Laura Keys, from Carrickfergus , travelled up with her son Jonah, three, and nephew Jack, eight months, and his mum Stacey to buy them their first Build A Bear.

She said that she had come up just for the promotion. She told Belfast Live: "We got here from 12 o'clock and queued for an hour from round at Topshop.

(Image: PhotopressBelfast.co.uk/Justin Kernoghan)

"When we got up to the doors they said that someone had been assaulted that's why the police had been called and the shop was closed.

"Then we were told that they had ran out of stock and there was too many people. So we're just not sure what's happened."

They were then given a voucher for £12 off a product. Laura added: "It's very disappointing for all the kids that came up today. We're not impressed."

(Image: PhotopressBelfast.co.uk/Justin Kernoghan)

A spokesperson for the company said: "The safety of our Guests and employees is our top priority. We are aware of the situation in Belfast and, in the interest of the safety of our employees and our Guests, this store has been closed.

"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, and the safety of our Guests and associates is our top priority. 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."

A police spokeswoman said: "Police were called to a shop in Belfast city centre at 12:40pm this afternoon, Thursday 12 July, to maintain order. No offences have been detected at this time. There are no further details."

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