Was The Build-A-Bear "Pay Your Age" Event A Success?

Chris Sommer
July 12, 2018 - 5:31 pm
Build A Bear

Newsradio 1080 KRLD


DALLAS (KRLD) - You could say it was the promotion that was too successful. Build-A-Bear Workshop ended up turning customers away at stores nationwide, after an overwhelming response to its "Pay Your Age" event. On Thursday, Build-A-Bear customers had the opportunity to buy a bear and pay their current age, with a cap of $29.

SMU Professor of Practice Steve Lee, a marketing expert, said Build-A-Bear Workshop should have known the promotion would be big. Lee said, "If you come at it from the point-of-view of a promotions person, you're always sitting there wringing your hands, going 'Is anybody gonna show up?' "They started promoting this last Monday pretty heavily on social media and with advertising, so they were pushing it pretty hard."

And while some Build-A-Bear customers were angry after not getting a bear, Lee said, "There's gonna be a little bit of negative today, but I think beyond this, most people are going to see this as - I think this brand's alive and well, this is doing something good for the kids, we oughta pay attention to this."

Lee said it's quite rare to see a retail promotion turn out this way. He called it comparable to a huge Black Friday sale, or a product release from Apple.

Lee added it would benefit Build-A-Bear to reach out to disgruntled customers, giving the retailer another chance to earn their business.