Build A Bear
Build-A-Bear’s chaotic “Pay Your Age” promotion helped turn around a rough quarter.
AP Photo/Michael Dwyer
  • In July, Build-A-Bear stores were forced to shut down the retailer’s “Pay Your Age Day” promotion early as chaotic crowds prompted safety concerns and “madness” overtook stores.
  • Last week, the company revealed that the deal helped save the quarter, with sales trends reversing from deeply negative to positive double digits.
  • “Pay Your Age Day” was the highest-measured day of store traffic in the company’s history, with more than half a million people visiting Build-A-Bear locations.

In July, Build-A-Bear‘s “Pay Your Age Day” celebration ended early in chaos. However, the deal was ultimately a success for the chain, boosting sales more than executives anticipated.

Build-A-Bear was set to celebrate “Pay Your Age Day” in the United States, Canada, and the United Kingdom in mid-July, with customers purchasing a stuffed animal and paying only the amount…