John Lewis Christmas advert 2019: shop Excitable Edgar toys, clothing and food

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You know the festive season is nearing when the John Lewis Christmas ad is released.

The high street retailer released its annual, highly-anticipated advert at 6am this morning - and, judging by reactions on Twitter, it already appears to be a hit.

The two minute thirty second advert, which has been created in collaboration with Waitrose for the first time, tells a heartwarming story of the friendship between a young girl and her excitable dragon friend, Edgar, who has to fight to control his urge to breathe fire.

The footage is accompanied by the song ‘Can’t fight this feeling’ by REO Speedwagon, which has been re-recorded by Dan Smith, lead singer of the band Bastille.

As has become custom with the John Lewis Christmas advert, the retailer’s released an accompanying range of products, available in both Waitrose and John Lewis.

A selection of Edgar themed products include a cuddly Edgar toy, a story book, Edgar children’s pyjamas, Edgar children’s wellington boots and Edgar slippers.

For foodies, there’s a 12-month matured Christmas pudding, a cupcake, chocolate Edgars and Edgar gingerbread biscuits. Prices start from £1.50 and go up to £19.

Shop the full Excitable Edgar range:

Cuddly Edgar Toy | £15

Excitable Edgar Story Book | £9.99

Waitrose & Partners No.1 12 Months Matured Christmas Pudding 400g | £8

Edgar Character Children’s Pyjamas | £17 - £19

Edgar Character Children’s Wellington Boots | £16 - £19

Edgar Character Children’s Slippers | £16 - £19

Edgar Cupcake | £2.50

Chocolate Edgars | £3.50

Edgar Gingerbread Biscuit | £1.50

Fans have been reacting to the advert on Twitter, admitting to crying while watching.

Over the years, the annual John Lewis Christmas advert has grown in popularity.

Everyone from Elton John to Ellie Goulding and Lily Allen have supplied their vocals and the runaway success of the adverts have inspired many other brands to go big with their Christmas campaigns.

John Lewis’ first televised Christmas advert, Shadow, debuted in 2007 but the first big hit arguably came in 2009. Since then, memorable adverts have included the Bear and the Hare and the Man on the Moon.

The company has no plans to disclose the cost of how much this year’s advert cost to make, but previous campaigns are thought to have involved budgets of around £1 million on creating the ad and another £6 million on placement.