Parents have slammed the chaotic scenes at Meadowhall this morning as they face HUGE Build A Bear sale queues.
Build A Bear launched their first 'Pay Your Age Day' in stores across the UK today.
Shoppers can choose any soft toy and pay the same amount as the age of the child they are buying for.
Parents began arriving at Meadowhall early this morning to pick up their gift but were left shocked at the size of the queues.
One parent posted on Facebook: "Build a bear queue is insane at Meadowhall. They've capped it at apredicted 9 hour wait. (just before me). Handing out £12 off vouchers instead."
Pictures have now emerged on Twitter of the long queues snaking around Meadowhall as parents wait to get inside the shop.
Tray tweeted: "@buildabear massive fail on the offer. Travelled 35 miles to be told there is no point even joining the queue by staff in Meadowhall as no more offers are being accepted due to unprecedented demand :("
Ellis Taylor tweeted: "@buildabear @meadowhall can't believe I turned up 15 mins after you opened to get turned away. Anything you can do like!??
Nikki tweeted: "This would have been amazing. Sadly the Meadowhall shop has stopped this offer due to the demand. Come on what did you expect. Sad little girl this morning. Don’t offer what you can’t deliver."
In order to participate in the promotion, parents had to join the free Build A Bear bonus reward scheme, providing a valid email address and name.
Sharon Price John, president and chief executive officer, Build-A-Bear Workshop said, "We have overwhelming data that indicates Build-A-Bear is synonymous with childhood, and nearly one-third of our sales are associated with birthdays.
"We 'heart' birthdays at Build-A-Bear, so we're hosting the Pay Your Age Day to launch our year-round 'Count Your Candles' offer for Guests celebrating a birthday with us in stores—an experience we designed especially to commemorate birthdays in a memorable way."
A Meadowhall spokesperson said: "Today’s Build-a-Bear promotion has proven incredibly popular across the UK, resulting in unprecedented demand. Whilst this is a retailer initiative, we are doing all we can to support the store and our customers by assisting in queue management and ensuring we’ve reached out with refreshments.
“We’d like to assure all visitors travelling to the centre today that any disruption with regards queues on the mall has now been reduced to a minimum. Build-a-Bear has also provided a guest service number for any customers with further queries 01753 560 700.”