A victim of their own success, Build-A-Bear's 'Pay Your Age Day' became so popular today, lines were cut off nationwide.

The idea was simple; the younger the customer was, the less expensive the customized bear toy would be.

But that's when things went sideways.

At Hamilton Place, the line stretched through the mall well before the store opened.

Customers tell Channel 3 they were in line for 3-4 hours in an effort to get their special bear.

In Atlanta, NBC affiliate WXIA reported that at the Cumberland Mall, the store has run out of inventory and the lines have gotten so long that it's a safety hazard.

The company says they that closed lines for U.S. stores and they will reach out directly as soon as possible.