The edible flexible Magic Choc product has become Play.com's number one toy.
Distributor The In Thing reports the item is the current best-selling toy with the online retailer, and it has kicked off some Christmas discounts to celebrate.
Retailers can buy a nine-count counter display unit for £36, down from the usual price of £48.69. Each pack retails for £9.99 each.
The 12-count counter display unit Starter Box is also available to retailers for £29.95, with each pack having an RRP of £4.99.
"It's an exceptionally huge time for Magic Choc," The In Thing's head of marketing Kieran Murphy told ToyNews.
"The chocolate factory is in over drive. We honestly believe it's the perfect stocking filler and it even acts as a fantastic selection box alternative.
"We've experienced a lot excitement for Magic Choc surrounding the national newspaper giveaway and UK tour. We're just over the moon people are getting involved and keen to have a go at making their own chocolate model."
"It'll be fantastic to introduce a new audience to the Magic Choc concept at Nuremberg in February, and of course we'll be at Toy Fair and Spring Fair with the magical flexible chocolate. We encourage people to come and have a go."
