It looks like Build A Bear is getting a little more strategic about their promotions after the overwhelming response they saw to their free bear off. Now they are offering Build A Bear Club members a Free 2018 National Teddy Bear when you reserve your spot for the promotion, and make a $15+ purchase. It sounds like they will also be giving away free bear ears, and stickers at the event as well.
The event will take place on Saturday, September 8th, 2018 and Sunday, September 9th, 2018, and you will need to reserve a ticket to get your spot (this is to avoid the overwhelming crowds they saw at previous promotion). If you are a bonus club member, check your email for an email from them with all the details on this promotion, or head to this FAQ page here for more details. If you are a club member, you can reserve tickets here.
It does sound like you had to have already been an bear club member, as the email is what allows you to reserve your ticket. You will have until Wednesday, September 5th, 2018 (or while supplies last) to reserve your ticket. There are a limited number of tickets, so I would encourage you to reserve them soon if you are interested in attending the event. Tickets will then be emailed out on Friday, September 7th to those who secured one. Tickets for this event are limited to one per Bonus Club member present, and will need to be redeemed at the store you reserved them for.
Find the full FAQ here.