POLICE had to be called to a Build-a-Bear store in Belfast after unruly crowds resulted in several assaults.
The store was forced to close down after crowds descended into "extreme" chaos.
The stuffed toy bear company was holding a nationwide 'pay-your-age' promotion today which resulted in hundreds of parents and kids heading to the store.
The price customers paid was determined by the child's age.
However, shop management was forced to make the decision to pull down the shutters, close the store and call the police after reports of "punch-ups", children getting fingers caught in doors and even a pregnant member of staff being assaulted.
"All hell broke loose," said one parent.
She told the Belfast Telegraph: "My sister-in-law had been there from 9.30am and got in at around noon. It was madness so we decided to get something to eat instead."
"We were walking out and I asked one of the police there what the craic was and he just said 'this is the riot I didn't think I would at today'.
"But it was just a PR disaster - everyone was so annoyed."
Police said they attended at 12.40pm to "maintain order," however, no offences were detected.
