So Build-a-Bear Workshop’s “Pay Your Age Day” on July 12th was a bit busy. They closed the lines at 11:00am. Social media was busy with posts about experiences people were having waiting in lines for hours. The news shared live video at the Mall of America, showing a line going across Nickelodeon Universe. Many didn’t get a stuffed friend – many got a voucher for $15 off a future visit. Then they shared it online for anyone who signs up for their free Bonus Club. Print by July 15th, use by August 31st.
I am not a fan of what Build-a-Bear did. I didn’t go – figuring the crowds would be horrible. I think Build-a-Bear would have made many people happier by just giving out vouchers to everyone in the first place. Instead, this turned into a huge story for them, which I think was intentional.
As a result, many families are now feeling pressured to buy their kids the Build-a-Bear friend they had expected, but now at full price. So Build-a-Bear does the “heroic” thing and gives them vouchers to save money when they do. Families end up paying mostly full-price for a toy they hadn’t planned on buying in the first place. The store will be bustling all summer. In the end, Build-a-Bear wins!
Nothing wrong with taking advantage of the deal though, if you wanted to get your child a Build-a-Bear toy anyway, I think it’s a great deal. But you have to sign up on their website for your own account to access the voucher. (Don’t print the image above.)
And now my link to them is getting them more business and great website SEO, for free. Ha. Well played, Build-a-Bear. Well played.
Sign up for a free account by Sunday, July 15th, 2018 to get the $15 voucher! You have to print by Sunday. Then it’s good until August 31st, 2018.