Aldi shoppers have been queuing outside stores since 4am to get their hands on Kevin the Carrot toys, with thousands of people waiting online too.
Kevin fans have compared the rush to “like the queue for Adele concert tickets” after the cuddly characters went on sale today.
The soft toys cause a festive rush every year with Aldi fans desperate to add to their Kevin collections.
The plush characters up for grabs are all featured in Aldi’s latest Christmas advert, including Ebanana Scrooge and Marcus Radishford, as well as new editions of Kevin the Carrot and his family.
But frustrated shoppers have taken to social media to claim they have been waiting for hours for the toys.
Customers have been up since the early hours outside stores or queuing online to get their hands on Kevin.
Most Aldi shops open at 8am.
Meanwhile, Stoke-on-Trent Live also posted images of at least 100 shoppers queuing outside a new shop opening in Biddulph on the same day Kevin was released.
One shopper tweeted: “I’m the first one to Aldi this morning. Got here at half 4 for you Kevin.”
Another said: “Good morning @AldiUK , I’m awake at 5:30am waiting for a carrot.”
A third commented: “My daughter is mad on Kevin and wanted to go and que @AldiUK for carrots and Ebanana, been here since 6.45am.”
A fourth shopper joked: “It’s like the queue for Adele concert tickets.”
Another person reassured other shoppers by saying: “Bit of a queue outside my local Aldi this morning but it moved pretty quickly and lots of stock!”
All the soft toys cost £3.99, and £10,000 from sales of the Marcus Radishford characters will be donated to the charity Magic Breakfast.
Last year saw some 170,000 were queued online to buy Kevin the Carrot with the toys also appearing on eBay at hugely inflated prices as shoppers looked to take advantage.
The Mirror spotted some Kevin the Carrot bundles had already been listed for £145 on the auction site – a huge 1,000% mark up on their original £11.99 price tag.
How to buy Kevin the Carrot
The Kevin the Carrot soft toy collection is available both online and in stores – but as they’re extremely popular, stock is likely to go quick.
If you want to grab one in person, you can use the Aldi store finder tool to locate your nearest shop.
Aldi has more than 900 shops in the UK.
Not all the Kevin toys were sold out online when The Mirror checked shortly after 9am.
You could still buy the “Special Guests Bundle” for £11.99 which features Banana Snowman, Tiny Tom and Peas & Goodwill.
The “Dickensian Kevin & Family Bundle” with Kevin, his wife Katie and their children was also still available for £11.95.
You can also still buy the “Dickensian Friends Bundle” for £15.95 with Ebanana Scrooge, Marcus Radishford, The Spirit of Christmas and Cuthbert the Caterpillar.
Kevin fans can only buy bundles of the toys online.
Individual soft toys – which cost £3.9 each – are available in stores only, with a two per person limit in place.