The Build-a-Bear Workshop in the White Rose Centre has 'good stock' despite thousands of families joining a queue to buy bargain teddies today.
Customers have been faced with a five-hour wait to purchase a bear for the same price as their child's age as part of a nationwide 'Pay Your Age Day' promotion.
Security staff and on-site police officers have helped to manage crowds at the shopping centre, where the queue snakes out into the car park.
But a spokesperson for the White Rose Centre said that the store would not shut and that it could cope with the demand.
"The queue is under control, people are still joining it and the store is open. We are told they have enough stock. Security staff have been helping with crowd control but the queue has been well-managed."
The chain's store in Sheffield Meadowhall was one of several across the country forced to close early after thousands of people attempted to claim the discounts.
Build-a-Bear Workshop said in a statement that demand had been 'unprecedented'.
"Our Meadowhall, Telford and Basingstoke locations will be closed for the remainder of the day due to extreme crowds and safety concerns. Please note: all stores in the UK are reporting similar crowds and lines, and they can no longer accept additional guests for this event. The response to our Pay Your Age Day event has been overwhelming and unprecedented. We appreciate everyone’s patience and understanding at this time."