Build-A-Bear Workshop in first-ever birthday ‘pay’ event

BY Marianne Wilson

Build-A-Bear Workshop is taking birthday celebrations to a new level.

The specialty retailer will host its first-ever “Pay Your Age Day” event in all U.S., Canada and U.K. stores on Thursday, July 12. As part of the promotion, customers who visit a store in person on July 12 can pay their current age to make a stuffed animal of their choice. To participate, parents or guardians over age 18 must enroll in the retailer’s complimentary rewards program or provide a valid email address and name.

The one-day event is being held to celebrate the launch of the retailer’s new year-round “Count Your Candles” birthday experience, where customers 14 and under who visit Build-A-Bear store with a rewards member can pay their age for a special “birthday treat bear” during the month of their birthday. Birthday guests will also receive a party hat, special sticker and fun photo props if they want to capture the moment.

“We have overwhelming data that indicates Build-A-Bear is synonymous with childhood, and nearly one-third of our sales are associated with birthdays,” said Sharon Price John, president and CEO, Build-A-Bear Workshop. “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.”

Build-A-Bear Workshop has over 400 stores worldwide, including corporately-managed stores in the United States, Canada, China, Denmark, Ireland, Puerto Rico, and the United Kingdom, and franchise stores in Africa, Asia, Australia, Europe, Mexico and the Middle East.


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