Holly Willoughby was perplexed as co-host Phillip Schofield tried to explain how some Christmas crackers worked.
During Monday's instalment of This Morning, the pair were shown some "purr-fect" Christmas gifts for pets.
And as they pulled a "dog friendly" cracker, Holly was disappointed when it didn't bang.
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Phil said: "It's not going to bang, so it doesn't frighten the dogs."
A confused looking Holly replied: "What? That was so disappointing. Don't have crackers full stop then. [If it doesn't bang] it's not a cracker."
Holly then looked inside the cracker and pulled out a dog toy.
She added: "Ohh, it's for the dog?"
A surprised looking Phillip asked her: "What is this item all about?", resulting in Holly bursting into fits of laughter.
The 40-year-old said she had figured it out, adding: "Okay, I've got it, I've got it."
Phil added: "Grandma's never going to chew through that!"
The crackers, from Fortnum and Mason, cost £14.99.
Some viewers had strong opinions on them.
Nadzipants tweeted: "£15 for a cracker for your dog or cat?!"
Phil not Bob said: "The dogs get better presents than me!"
LadyFerny said: "Dogs are family too."
This Morning airs weekdays from 10am on ITV.
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