Build-A-Bear's chief executive Sharon Price John apologized for crowds and shortages during the company's one-day pay-your-age event.
During the promotion, customers in the United States, Canada, and the United Kingdom could buy a stuffed animal at a price equaling their age.
The minimum was $1 and the maximum was $29.
The crowds were so big that they created safety concerns.
And Build-A-Bear had to close some stores or limit customers.
In addition to her apology, John offered a sale throughout the summer and more price cuts.
Build-A-Bear's shares shot up.
Retail analyst Mary Epner: (SUNDBITE) (English) MARY EPNER RETAIL ANALYSIS CEO MARY EPNER, SAYING: "I think they handled it in a very mediocre way.
First thing I did this morning is, I started looking at social media among moms groups, and the tear up of Build-A-Bear is quite pronounced, and they don't believe that the company handled it really well.
So, first of all you had kids anticipating, at the end of the day, that they would get to come home with a bear.
And, so the first thing you want to do, is to please the kids.
Secondly, you want to please the moms. And, if you don't, you're in real trouble.
And that's where they are right now." St.
Louis-based Build-A-Bear runs about 400 stores worldwide, where customers can tailor toys to their preferences.