Scruff-a-Luvs is selling out at major retailers across the country, according to Moose Toys. The ball of matted fur transforms into a plush pet, which taps into the unique unboxing experience trend and a pet rescue theme.

TIME Money Magazine named Scruff-a-Luvs as this year’s hottest holiday toy, and the plush was also chosen as a top holiday toy in the Toy Insider’s Hot 20.

While retailers are replenishing stock to meet demand, shipments are reportedly being sold out by 10 a.m. on Amazon.

“We knew we had a hit on our hands as soon as we first saw Scruff-a-Luvs,” says Paul Solomon, founder of Moose Toys. “It’s such a unique toy that delivers an extraordinary experience. Kids are loving the surprise reveal and parents are adoring the way it teaches kids how to nurture a pet.”