Second time's the charm? The folks at Build-a-Bear are still making amends for their chaotic first pass at a "Pay Your Age Day" promotion [1], but they aren't ready to call it quits just yet.

The retailer wants its customers to know that they can continue to take advantage of the short-lived "Pay Your Age" deal – without the epic lines that kept parents and their kids waiting outside crowded malls for hours earlier this month.

This time, however, there's a catch. Well, a few catches – all aimed to make the experience a good one for those children with their hearts set on creating their own customized stuffed animal.

The new offer will allow you to "pay your age" to get a bear, even if it's just $1. Now, though, it will only work during the month of the recipient's birthday. And as opposed to getting their pick of any plush plaything, the discount only applies to a specific "Birthday Treat Bear," a smiling brown bear with sprinkled blue feet.

As was the case with the original ill-fated promotion, parents or guardians need to be enrolled in the complimentary Build-a-Bear Bonus Club rewards program to participate, but the only requirements to do so are a valid email address and name. The store will not even ask for proof of age, according to the company.

Now, how's that for a Plan B?