Build-A-Bear anger after Merry Hill store closes for refurb on day of cheap teddy offer

The chain is offering its Build-A-Bear 'pay your age' offer nationwide today leading to huge queues outside stores.

But the shop, based on the upper mall of the Brierley Hill shopping centre, was closed today for a re-fit.

Build-A-Bear later reportedly abandoned the offer citing an "overwhelming and unprecedented" demand.

Many shoppers were hoping to take advantage of the one-day deal.

It sees them pay their child’s current age in pounds for one of the popular stuffed toys.

A sign was put up on the shop’s shutters and Merry HIll did advise of the store closure on Facebook and Twitter.

But some shoppers took to social media to voice their concerns.

Jana Bednarova Dhaliwal saying: “What a waste of time coming in this morning,” while Angie Pugh said: “Disgraceful, so many disappointed children today!”

Ruth Gadd said: “We went up this morning and there was loads of people disappointed,” and Sarah Osborne added: “Frustrating for the adults with disappointed kids as queues in Birmingham 3-4 hours long.”

Judy said on Twitter: "I have a very upset girl who loves Build a Bear. They were open yesterday but decided to close today. How convenient is that. Why advertise when you can not deliver."

However Claire Poole said: “The refit was probably planned long before this event. They won’t stop a refit so people can get a cheap bear.”

A spokesman for intu Merry Hill said the store would re-open on Friday, July 20.

Elsewhere across the country, Build-A-Bear stores received an 'unprecedented response' to the promotional event including in Telford.

People began queueing outside the workshop from 8am, and families kept arriving until the line stretched around the shopping centre and curled towards Southwater.

Staff at the store let in a few groups at a time, and by mid-morning new arrivals were being turned away and given vouchers by apologetic staff. Build-A-Bear cited safety concerns.