John Lewis has apologised after its long-awaited Christmas advert left some children "distraught".
Teaming up with Waitrose & Partners this year, the store created an advert which tells the story of a young girl and her friendship with a young dragon.
The ad follows the pair as they attempt to join in with seasonal activities but Edgar is unable to contain his excitement and begins breathing fire at inappropriate moments.
After melting an ice-rink and reducing a snowman to a puddle, Edgar shuts himself away, not wanting to cause any more havoc, Manchester Evening News reports .
However, his best friend Ava cheers him up by presenting him with the ideal gift - a Christmas pudding.
Despite the happy ending, some kids were upset by the advert.
Posting on Twitter, one parent said: "Absolutely love Edgar. Unfortunately my 2 year old is distraught that Edgar melted Olaf."
A spokesperson for John Lewis responded: "Oh no, Emma! Sorry to hear that your little one was unhappy with Edgar, he was only trying to [help] Olaf.
"I'll have a word with Edgar; I hope he changes his ways, or Elsa he will be sent to the naughty corner!"
Other viewers revealed the advert had left them in tears.
"This is too SAD. The happy ending doesn't make up for the rest of it being so sad. Poor Edgar," said one viewer.
"Why have I started crying over a dragon called Edgar," asked somebody else.
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