The internet has gone ape for the electronic Chewbacca mask, after "Chewbacca Mom" went viral on Facebook Live with a series of amusing videos featuring the (sort of) talking Star Wars toy.
Most UK retailers, including Amazon and Argos, are currently either sold out of the mask or suffering from extremely limited stock.
The hysteria has become so bad that some chancers are flogging the mask for more than £100 – one Amazon Marketplace seller slapped it on the site with a whopping £150 price tag, while an eBay Buy It Now listing was a "mere" £92. The mask normally sells for £25-30.
Indeed, Amazon UK confirmed that it's experienced a serious spike in interest in the mask recently, while Argos' website indicated that more than 100 people were viewing the item concurrently.
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Don't be fooled, though. The mask isn't going to cease production any time soon – if anything, exactly the opposite will happen, as the manufacturer is no doubt keen to capitalise on the madness and enjoy an early retirement.
So how can you get one without it costing the galaxy?
Your best bet is to pre-order on Amazon for a more palatable £30. The site says it's expecting more stock from 4 June, so reserve now and it won't be long before you can don one at your next austerity protest.
Or, you know, just wait until July when the craze has passed and head to the nearest Poundland. Your call.
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How much would you be willing to pay for an electronic Chewbacca mask? Let us know in the comments below. Note that we reserve the right to question your sanity.