The supermarket is struggling to cope with demand as consumers snap up Mog toys for the Christmas season.
The furry feline is the star of the retailer’s Christmas advert and is being sold as a plush toy in stores to support Save the Children, in addition to a book aiming to improve child literacy in the UK.
Stores have reportedly been inundated with calls from consumers looking to buy the soft toys and shelves are being cleared out instantly following every delivery. Some savvy members of the public are now flogging the plush cat on eBay for around £30.
A Sainsbury’s spokesman commented: “The toy has proved to be particularly popular and we anticipate most of our cuddly Mogs will be in homes of their own by the end of the week. It was never intended to be a collector’s item and it is really disappointing when people choose to exploit a charitable venture for personal gain through selling products like these on eBay but unfortunately this is out of our control.”
The supermarket has said it will not be able to make any additional Mog books and toys but it expects there will be enough books to last until Christmas.