CIM in the media: Build-A-Bear #PayYourAgeDay
National media coverage round-up: Build-A-Bear 'Pay Your Age Day' campaign causes chaos
American retailer Build-A-Bear Workshop has come under scrutiny from customers following a chaotic 'Pay Your Age Day' marketing campaign that left customers feeling short changed. The campaign, which offered UK customers a chance to buy any bear, normally costing up to £52, for the price of their child's age, backfired due to an overwhelming customer response.
The offer left shoppers with young children queuing for up to eight hours amid chaotic scenes. The initiative was later abandoned over 'safety concerns'. Leading titles such as BBC News Online, The Times and The Sun turned to CIM's marketing director, Gemma Butler for expert opinion on the story.
For more information on the story, please click on the below articles:
BBC News - Build-A-Bear 'pay your age' offer abandoned amid 'chaos'
BBC News - How Build-A-Bear fell into its own trap
The Times - Get stuffed, say parents caught up in chaos over Build-A-Bear offer
The Sun - Unbearable fights break out as families queue for NINE HOURS on Build-A-Bear 'Pay Your Age Day'
Research: The impact of marketing19.03.2020
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