Excitable Edgar £15 toys already being flogged on eBay for £50 just hours after John Lewis releases Christmas advert – The Sun

EXCITABLE Edgar soft toys are already being flogged on eBay for up to £50 just hours after John Lewis released its Christmas advert.

The lovable dragon character is the lead in John Lewis' highly anticipated festive trailer which launched at 6am this morning.

The department store is selling Excitable Edgar cuddly toys for £15 but cheeky sellers are already hoping to make a profit but selling them for an inflated price on eBay.

The toys cost £15 to buy directly from the store but they're already being listed online for up to £49.

That's more than triple the original price tag, or an extra £34, than buying it straight from the store.

Other Edgar merchandise in John Lewis and Waitrose range that's also already popped up on the auction site includes the story book that's listed for £50, despite costing £9.99 from the store.

You can also buy a pair of wellington boots that cost between £16 and £19 from John Lewis, but on eBay someone is listing them for up to £55.

Of course, it's worth noting that none of the goods have actually sold for those prices yet and there's no guarantee that they will make the seller a profit.

In previous years, toy versions of the characters created for the John Lewis advert have sold for huge profits.

In 2014, Monty the Penguin was selling for hundreds of pounds after the department store ran out of stock.

But the retailer has told The Sun that there's plenty of Edgar merchandise still in stock.

This year, the advert follows the friendship between Edgar and a little girl called Ava.

The two-and-a-half minute clip shows Edgar struggling to contain his excitement for Christmas – and his instinct to breathe fire.

But after locking himself away to avoid ruining the festivities, Edgar is given the perfect gift of a Christmas pudding by Ava to show that he can still play a starring role in the village’s celebrations.

John Lewis says the advert – which is its first joint one with Waitrose – is all about highlighting the “magic of friendship” and making “loved ones feel special”.

Some viewers found the advert so overwhelming that it had them in tears, while some reckon the dragon's door knocker looks like something out of Labyrinth.

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The retailer has also been accused of "ripping-off" the children's book character Zog for their ad campaign by viewers.

Others feel that it bares a strong resemblance to the themes portrayed in Disney's Frozen.

A John Lewis spokesperson told The Sun: "Our Edgar toy is proving popular but there is still plenty of stock, so we would encourage fans to visit a John Lewis shop, a Waitrose supermarket, johnlewis.com or Waitrose.com."

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