So many people have turned up to avail of Build a Bear 'Pay Your Age Day' in Colchester, bosses have had to turn people away.

The American chain store is allowing little ones to pay only how old they are... for one day only.

And it's fair to say it had been very popular in Colchester.

Queues have been snaking out of Culver Square shopping centre, into Culver Street West and as far down as Marks and Spencer.

The only catch is shoppers must sign up to the firm's Bonus Club.

Culver Square has used its social media to warn parents.

A statement said: "The queue is now being stopped as the team in Build a Bear will not get through anymore people. We thank you for your patience with this and would like to remind you of their count the candles promotion that is coming soon."

Halstead Gazette:

A Build-a-Bear spokesman said: "The response to our Pay Your Age Day event at all of our UK locations has been overwhelming and unprecedented in our 21-year history.

"The crowds have greatly exceeded our expectations and, per local authorities, queues are at capacity and we cannot accept additional guests due to extreme crowds and safety concerns.

"We understand our guests are disappointed, and we are working to address the situation.

"We will reach out directly to our valued guests as soon as possible."