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Build A Bear CEO apologises for sale debacle with extended summer deal

The chief executive of Build A Bear Workshop has apologised for the anger and subsequent fall out sparked by a one-day sale on its items last week.

Safety concerns were raised across the globe as the retailer held a one-day sale in which customers pay the a price set at the age of their child for bears that often reach up to more than £50.

Speaking to NBC Today in the US, Sharon Price John said the problems caused by the Pay Your Age promotional event was ‘heartbreaking’ and that the retailer would extend a sale through the summer.

“I am sorry that we were not able to provide the service that we wanted,” Price John said.

“We are doing our very best and we are staying very focused on making sure that we do the best we can to make it right for people.”

Stores across the UK saw high demand with ling queues forming outside shops in Birmingham, Manchester and Liverpool. Meanwhile in Belfast, police were called to the site and staff were forced to close the store in the city’s Victoria Square complex due to ‘safety concerns’.

Price John said that the event “was beyond anything we could have ever imagined. There was really no way for us to have estimated those crowds.”

The toy retailer is now offering US, UK and Canadian customers a $15 voucher until August 31.

Build A Bear is also shifting away from the Pay Your Age deal on a single day by instead offering the deal during a child’s birth month.

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