fell into its own trap of having too good a deal. Now everyone is mad and the company's CEO has been having to apologize on National Television for this fiasco.
The company has been offering various things to consumer as an apology, such as as $15 credit and continuing to offer, "Birthday Treats," bears to kids under 14 in the month of their birthday. Hopefully it will at least help a little bit to assuage the angered parents and their children who were let down after waiting hours only to go home empty-handed. This will probably cause Build-A-Bear to take a bit of a hit PR-wise, but in the end they can claim it was an effort to do something nice for customers that unfortunately backfired, so it isn't as bad of a look as it could've been. I mean, it was such an effective campaign consumers, "Went nuts," so I guess it shows there is plenty of demand for the product. The key element is to for the company to keep offering deals, just not deals so good it causes chaos.