It's not a bear, but a big mouse. Chuck E Cheese dances with a customer in the restaurant's game room where Build-A-Bear enthusiasts can blow off steam for Thursday's filed promotion.

It's not a bear, but a big mouse. Chuck E Cheese dances with a customer in the restaurant's game room where Build-A-Bear enthusiasts can blow off steam for Thursday's filed promotion.

Ashley Landis/Staff Photographer

Imagine getting a marketing idea from a failed campaign.

That's what happened late Thursday when Irving-based Chuck E. Cheese's announced that its pizza and arcade locations will host kids for 30 minutes of all-you-can-play games based on age on Friday. 

Earlier Thursday, Build-A-Bear was licking its wounds from a disastrous campaign that had to be scrapped and prompting the founder to apologize. 

Chuck E. Cheese's announced its promotion via social media, tweeting: Didn't get to #BuildABear? Come in on 7/13, pay your child's age, and they'll get 30 minutes of #AllYouCanPlay!" 

Update: Build-A-Bear offer vouchers for customers who were turned away from 'pay your age' deal

The only fine print: The promotion is only offered at locations where Chuck E. Cheese's $9 Play Pass is available. For ages 10 and up, kids pay a maximum price of $10, or $9 with a value meal purchase. The limit is one per child per day and five total per transaction. The kids must be present for the offer. Check the Chuck E. Cheese's  websiteto find one of Dallas-Fort Worth's 18 locations.

"We saw that guests were naturally coming to Chuck E. Cheese's yesterday as another way to have fun," said Ashley Zickefoose, Chuck E. Cheese's chief marketing officer. "We just launched All You Can Play this week and wanted to give our guests a chance to try it for an even better price -- so we're offering our own Pay Your Age deal today only."

The Build-A-Bear promotion had the best intentions, but long lines nearly everywhere -- including Stonebriar Centre in Frisco -- prompted Build-A-Bear to shut down the promotion for safety concerns and offer vouchers to its reward club members who log into their account by Sunday. 

In the meantime, kids can take out their Build-A-Bear frustration on SuperShot Basketball and Skee-Ball.

For the parents' relief, no more animatronic Chuck E. Cheese's band to hear while the kids amass their game tickets.

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