Build-A-Bear CEO apologizes for failed 'pay your age' sale: ‘It’s heartbreaking’

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Build-A-Bear CEO Sharon Price John joins TODAY to offer apologies to customers who were turned away Thursday after massive crowds showed up in stores to partake in a "pay your age" promotion. "There was no way we could have anticipated these kind of crowds," she said, adding, "We're doing the best we can to make it right for people."