Chaos ensued at Build-a-Bear Workshop stores across the UK after it offered a 'Pay Your Age Day' promotion.
Vast queues formed with shoppers waiting for hours to get the children's toy for the price of their child's age as part of the special one-day promotion.
But chaotic scenes ensued a some locations. At one shop in Belfast, a customer claimed she had seen another customer punch a pregnant member of staff.
Some families queued for up to nine hours outside the stores to snag the bargain toy. Customers were offered the chance to 'pay their child's age' offering huge discounts on the toy for those with younger children.
In many of the shopping areas, security was brought in to help.
The bears are priced from £15 to £50 however during this promotion, customers only had to pay their 'age' with a minimum price of £1.
Build a Bear in Belfast is having a “pay your age” promotion today and there’s been a massive line all day. Store closed and police arriving because a (pregnant) staff member just got punched in the stomach by a customer. My city.— Pete Chapman (@colossalblue) July 12, 2018
@buildabear Absolutely fuming! How can you turn away a queue of excited toddlers who are looking forward to creating a build a bear, simply because you “do not have enough time” to serve every customer. Could you send me a complaints form please, because I find this disgusting.— Kavan Lamy (@KavanLamy) July 12, 2018
Due to the demand, Build a Bear Workshop told the Standard that it has cancelled the promotion.
It said: "The response to our Pay Your Age Day event at all of our U.K. locations has been overwhelming and unprecedented in our 21-year history.
"The crowds have greatly exceeded our expectations and, per local authorities, queues have been closed and we cannot accept additional Guests at our U.K. stores due to extreme crowds and safety concerns."
At Build a Bear in Brent Cross, customers were faced with two-hour-long queues.
Linda Wilkinson went to the store and said: "So disappointed with the #buildabear promotion, got there early at Brent Cross with a two-year-old, when they finally opened the doors it was a free for all.
"I just gave up, I didn't stand a chance."
However in other locations, the queues were much worse.
@buildabear queues were just obscene. Too much for most toddlers without throwing her sen into the mix. Very upset 3 year old and we have used build a bear a lot over the past 3 years so a bit disappointed.— Bethbeth (@QueenBx) July 12, 2018
Families at Meadowhall shopping centre were told there is a nine-hour wait. While shoppers in Leeds waited for around five hours.
One shopper got in the Build-A-Bear queue at 7.10am and said there were at least 50 people waiting when she left.— Hannah Bargery (@hannahbargery) July 12, 2018
Now the wait is more like 6 hours pic.twitter.com/1b1YIYZ2si
Four hours in the Build a Bear queue with @koorbluf. Children are crying. Police have been threatened. And yet Arthur remains completely asleep through the chaos 🐻— Charry (@charryscorner) July 12, 2018
According to some customers turned away at the store, staff have started to hand out £12 vouchers.