John Lewis has apologised for its Christmas advert after parents said it left their children 'traumatised'.
The advert follows the tale of a lovable dragon - Excitable Edgar - who causes absolute havoc as he prepares to celebrate Christmas with his best friend Ava.
But while many loved the commercial, some parents said their children in tears.
Posting on Twitter , one disgruntled parent revealed how her little girl had been left 'distraught' by the advert, after she thought Edgar had melted Olaf the snowman from Frozen.
She said: "Absolutely love Edgar. Unfortunately my 2 year old is distraught that Edgar melted Olaf."
John Lewis responded to the tweet, and apologised for any distress caused.
A spokesperson for the brand tweeted: "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!"
That wasn't the only complaint, though, as others also revealed how they had been left in tears after watching the advert.
"This is too SAD. The happy ending doesn't make up for the rest of it being so sad. Poor Edgar," said another disgruntled viewer.
"Why have I started crying over a dragon called Edgar," asked somebody else.
A third added: "It’s 9:40 in the morning and John Lewis has had me ugly crying."
You can't please everyone, eh, Edgar?
