A promotion on personalised teddy bears has led to 'carnage' at the White Rose Centre in Leeds today.
Shoppers have reported queues stretching outside the mall as families desperately try to enter the Build-a-Bear Workshop store.
The national chain is running a promotion called Pay Your Age Day, whereby customers can purchase a personalised teddy bear for the same price as their child's age.
Security guards and police officers have even been called to maintain order at the centre, where queues of 'around a mile long' have formed.
Paul Shaw said:
"Crazy scenes at the White Rose - Build-a-Bear is in chaos. Queuing from the store, all the way outside, approx. five-hour queue, no guarantee of even getting one. Security are going mental and there are even police here trying to keep the peace."
Jade Marie Warrillow added:
"If you want a Build-a-Bear do not come to White Rose. It is heaving. No lie the queue is over a mile long and outside as well as inside."
Three UK stores at Sheffield Meadowhall, Telford and Basingstoke have even had to close for the rest of the day following 'unprecedented' demand.
A statement from Build-a-Bear Workshop said:
"Our Meadowhall, Telford and Basingstoke locations will be closed for the remainder of the day due to extreme crowds and safety concerns. Please note: all stores in the UK are reporting similar crowds and lines, and they can no longer accept additional guests for this event. The response to our Pay Your Age Day event has been overwhelming and unprecedented. We appreciate everyone’s patience and understanding at this time."