Customers waited in a line that lasted an average of four hours in duration to get into the store for the company's Pay Your Age Day promotion. For customers who didn't want to the four hours, they could receive a $15 voucher to come back at a later day. The sale allowed customers to choose any of the "furry friends" available at local workshops and pay their age number for it. The company said no one would pay more than $29 for a bear on the special date — regardless if the purchaser is in their 30's or older. Build-a-Bear required no identification or proof of age.