The retailer was forced to close some stores while shoppers hoping to join the queues were turned away after its promotion where parents could pay their child's age backfired
THOUSANDS of bargain hunters queued for up to nine hours to cash-in on Build-A-Bear's first "Pay Your Age Day".
Scores of families across the UK lined up to get their hands on the popular kids toy that usually costs up to £50.
Yesterday shoppers could snap up a furry friend for as little as a £1 as a child pays their age.
But the popular chain was forced to abandon the promotion after chaos reigned across their stores.
Unlike traditional toy stores, the Build-A-Bear branches are more like workshops where shoppers can make the stuffed toy themselves.
Families outside the store in Meadowhall, Sheffield, were reportedly told there was a nine-hour wait and shoppers told of fights outside a store in Newcastle.
And there were also six-hour delays in Chester, Cheshire and long lines outside the branches in Colchester, Essex, Bluewater, Kent and Cardiff.
Stores in Meadowhill, Telford and Basingstoke shut early, while those hoping to join the queues were turned away.
Fiona O'Reilly 31, from Gateshead, arrived at Newcastle's Metro Centre at at 8.15am yesterday in order to purchase bears for each of her four children.
She was shocked by the hundreds of parents already queuing before the shop opened at 10am and feared there could be fights as parents argued in the queues.
She said: "It was complete madness. I wouldn't be surprised if there were a few riots over this today.
"I managed to get there early and it took just over an hour for me to get all four bears.
"There's already people fighting in the queues!"
One parent posted on Facebook: "Build-A-Bear queue is insane at Meadowhall.
"They've capped it at a predicted 9 hour wait. (just before me).
"Handing out £12 off vouchers instead."
Amy Whittaker was hoping to get a special bear for her 14-month-old daughter in Colchester.
But she said: "The queues are beyond ridiculous. People have stood there for three hours. I would rather pay full price than queue all that time."
There are over 50 Build-A-Bear branches across the UK, prices for bears start at £15 and go up to £50.
To qualify for the promotion, parents must join the free Build-A-Bear bonus reward scheme.
The retailer has opened more than 400 stores across the world, since its launch in 1997.
Although, it wasn't all bad news for parents as some managed to brave the crowds and pick up a bargain.
Dawn Collard, 53, picked up a bargain for her five children and two grandkids.
She told “I think it’s amazing.
"My bill should have been £150 but I only paid £27. I bought them for all the kids. They absolutely loved it."
Beth Kerley from Build a Bear told The Sun: "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.
"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."
My Little Pony, Super Mario and Pokemon are among the characters in the deal.
Gemma Butler, marketing director at the Chartered Institute of Marketing, told The Times: “This was an ill thought-out and unprofessional promotional execution, one that not only risks their own brand reputation but has the potential to bring the wider marketing sector into disrepute.”
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