I am writing to file a formal complaint regarding my family's experience at the Build-A-Bear…read moreWorkshop at The Oaks Mall. My four-year-old son and I visited the store to celebrate his birthday, a tradition we have enjoyed every year since his first birthday. What should have been a joyful surprise became one of the most disappointing customer service experiences I have ever had.
When we entered the store, the first sales associate asked when my son's birthday was. I explained that his birthday was June 29 and that we were still within a month of his birthday. She responded, "As long as it's in the month of July." I explained that it was within the past month, and she immediately told me that was not allowed and that I would have to pay full price for the birthday bear.
I politely asked, "You can't just honor it?" She walked away to speak with someone I presume was the manager. When she returned, she told me they would honor the $4 birthday bear, gestured toward the eligible bears, turned around, and walked away.
She never came back.
My four-year-old son stood there waiting, excited for what was supposed to be a birthday surprise. We were left standing without any assistance until another sales associate finished helping another customer. I finally had to ask, "So, is someone going to help us?" The second associate looked confused, looked around for the first employee, and then stepped in to help us.
I want to recognize that this second associate was exceptional. She immediately made my son feel special by giving him a birthday badge and enthusiastically celebrating his birthday. The associate who stuffed his bear was also warm, patient, and kind. Their professionalism helped salvage part of the experience, and I am grateful for the care they showed my son.
By that point, the excitement surrounding the birthday bear had disappeared. I no longer wanted to continue discussing the promotion after the way we had been treated. Instead, I let my son choose a full-price Chase bear because I wanted to preserve what remained of his birthday celebration.
As we were finishing our visit, the original sales associate returned and asked the other employee whether she had collected our name and email "for the birthday bear," despite clearly seeing that my son had selected a full-price Chase bear instead. She continued questioning the other employee while glaring at us. Her demeanor throughout our visit was hostile, dismissive, and unwelcoming.
I left the store feeling embarrassed, humiliated, and deeply saddened.
What troubles me most is that I watched other families receive warm, attentive, and courteous service while my family was treated differently from the moment we entered the store. Based on the totality of this interaction, I believe we were subjected to discriminatory treatment. While I cannot know the employee's personal motivations, I know how my family was treated, and it stood in stark contrast to the treatment other customers received. As a Black mother, I should not have to wonder whether my race influenced the level of respect and service my son and I received during what should have been a joyful milestone.
This annual Build-A-Bear visit is more than a shopping trip. It is one of our family's birthday traditions. Since my son's first birthday, we have celebrated by making his birthday bear together. Those memories are incredibly special to us. This year, one employee's conduct overshadowed what should have been another cherished memory.
I am requesting the following:
A thorough investigation into this incident, including interviews with the employees who worked that day and a review of any available surveillance footage.
Appropriate accountability for the employee whose conduct resulted in this experience.
A written apology from Build-A-Bear acknowledging the way my family was treated.
Confirmation of the steps Build-A-Bear will take to reinforce its commitment to equitable, respectful customer service for every guest.
I chose Build-A-Bear because your company represents joy, inclusion, and creating lasting memories for children. My son deserved to feel celebrated on his birthday. Instead, he witnessed his mother being dismissed and ignored during what should have been a happy occasion.
I hope Build-A-Bear will take this complaint seriously and respond in a manner that reflects the values your company publicly embraces. I look forward to hearing from you regarding the outcome of your investigation.
