FIRST AIRED: July 13, 2018

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>> What was supposed to be a fun loving sale turned into a PR headache for Build-A-Bear. CEO Sharon Price John apologized on NBC Friday morning for a quote, heartbreaking sale gone wrong. After the company shut down its pay your age event on Thursday, due to staggering crowds and shortages at some stores.
Scores of children and their parents stood in line for hours Thursday.>> People have been here like since six o'clock this morning.>> Since eight o'clock this morning.>> About three and a half hours.>> All for a chance to get teddy bears from $1 to $29, but the company then issued an urgent update, saying they had to cut people off, citing crowd safety concerns, leaving hundreds of people in the US and Canada bearless.
To make up for the snafu, Build-a-Bear says it will offer a $15 voucher through August 31st, and will still honor the pay your age promotion in stores during the child's birthday month. Shares were up around 8% Friday, showing how popular the bears really are despite the sale fail.