No Christmas is complete without the John Lewis ad.
It's the most hotly anticipated advert of the year and just like years gone by, we were introduced to an adorable new character.
On Thursday, we were acquainted with Excitable Edgar, who instantly stole our hearts (and had us crying too).
The ad tells the story of Edgar and his best friend Ava in the run-up to Christmas, RSVP Live reports.
The dragon cannot contain himself when it comes to Christmas joy, leading to disaster after disaster after he accidentally melts ice rinks, and ruins Christmas trees.
As Edgar and Ava join a group of children to build a snowman, Edgar attempts to stick a carrot on his chilly pal - but instead lets slip a puff of flame, instantly melting the kids' creation.
He decides to lock himself away so he cannot ruin anything else.
However, Ava is determined to give Edgar the Christmas he's so desperate to enjoy, and knocks on his door bearing a wrapped gift, she then brings him to the village Christmas dinner, where everyone dives for cover when they see him.
It's not until the dragon unveils the present Ava has given him that they breathe a sigh of relief: a perfectly shaped Christmas pudding gleams in his paws.
Edgar gently sets the dessert alight with a tiny puff of flame - and Christmas is saved.
The advert finishes with the message: "Show them how much you care."
One could only hope that we could have our own version of the wide-eyed dragon.
Well, the good news is, Excitable Edgar has his own range of products from cuddly teddies to engrossing storybooks, RSVP Live reports.
We reckon he'll give Elsa from Frozen a run for her money and could become the most popular toy this Christmas.
Excitable Edgar is available in cuddly teddy form at both John Lewis and Waitrose, as well as online, and is priced at £15 (€17.50).
Among the other Edgar-themed products are an Excitable Edgar storybook, Edgar-themed Wellington boots, Edgar-themed slippers as well as Edgar-themed pyjamas, all of which are unbelievably adorable.
All of the Excitable Edgar range can be found on the John Lewis website here.
