Memories are pliable and can be biased by post-encoding information. In targeted memory reactivation (TMR) studies, participants encode information then sleep, during which time sounds or scents that were previously associated with the encoded images are re-presented in an effort to trigger reactivation of the associated memory traces. Upon subsequent testing, memory for reactivated items is often enhanced. Is sleep essential for this process? The literature on awake TMR is small and findings are mixed. Here, we asked English-speaking adults to learn Japanese vocabulary words. During a subsequent active rest phase, participants played Tetris while sound cues associated with the vocabulary words were presented. Results showed that when memories were reactivated, they were either disrupted (Experiment 1) or unaffected (Experiments 2, 3). These findings indicate that awake TMR is not beneficial, and may actually impair subsequent memory. These findings have important implications for research on memory consolidation and reactivation.