Build-A-Bear has a new deal to woo shoppers after 'Pay Your Age Day' ended in chaos

AP Photo/Michael Dwyer

Build-A-Bear has a new "pay your age" deal.

• Build-A-Bear is back with a new deal.
• The stuffed-toy store has launched a new program called "Count Your Candles," where customers can come in to build a bear during their birthday month and pay only the amount of their age. 
• The store had to shut down its "Pay Your Age Day" deal on July 12 after chaos ensued. 

Build-A-Bear is back with a new deal, but this time, it's acting with a bit more caution. 

The stuffed-toy store has launched a new program called "Count Your Candles," where customers can come in to build a bear during their birthday month and only pay the amount of their age. The bear that's part of the offer usually costs $14. 

While the retailer doesn't ask customers for any proof of identification, it's only available to members of Build-A-Bear's Bonus Club, which shoppers can enroll in for free online. 

"Count Your Candles" launched after chaos ensued at Build-A-Bear's "Pay Your Age Day" deal on July 12, when parents in the US, Canada, and the UK came out in droves with their kids to purchase a stuffed animal at a discount. 

By 11 a.m. ET, stores were so overwhelmed by the crowds that Build-A-Bear had to pull the plug on the deal. 

"We cannot accept additional Guests at our locations due to crowds and safety concerns," Build-A-Bear warned customers on Facebook that morning. "We have closed lines in our U.S. and Canada stores. We understand some Guests are disappointed and we will reach out directly as soon as possible."

While the day's events were certainly effective in bringing the company into the limelight, at least one analyst said that Build-A-Bear's reputation could take a hit as a result. 

"With much higher than anticipated demand for its 'Pay Your Age Day' promotion, Build-A-Bear has become a victim of its own success," Neil Saunders, the managing director of GlobalData Retail, wrote in a note to investors on Thursday.

He continued: "A lot of parents are now upset that they cannot fulfill promises to their children, and many who made special trips to malls are frustrated that their efforts have come to nothing. In our view, Build-A-Bear is going to have to take some action to remedy this, maybe by offering deals and special offers to those affected."

After "Pay Your Age Day," Build-A-Bear announced that all Bonus Club members - both those who waited in lines and those who did not - were eligible to receive a voucher for $15 off at the store.