This Is the 9/11 Tweet Build-a-Bear Posted Then Quickly Deleted

The Build-a-Bear Workshop posted — then quickly deleted — a tweet Thursday looking to tie in one of its stuffed animals to the anniversary of 9/11.

Image source: @buildabear via BuzzFeed

The tweet stayed up for about 15 minutes before it was deleted, according to BuzzFeed's Michael Hayes.

These were some of the reactions on Twitter:

Dear Brands, you don't have to participate today. Don't even risk being stupid today. Ahem @buildabear

— Maureen Alley (@MaureenAlley) September 11, 2014

YO..BUILD A BEAR..YOUR COMMERCIALIZATION OF 9/11 IS DISGUSTING

— JS Martin II (@JSMartinII) September 11, 2014

@buildabear You'll never forget to trivialize tragedy to push your product?

— Ben Weingrod (@bweingrod) September 11, 2014

(H/T: BuzzFeed)