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Doll of Emma Watson as Belle from Beauty and the Beast becomes laughing stock

Sydney Morning Herald logoSydney Morning Herald 9/01/2017 Rob Moran
Emma Watson as Belle and Downton Abbey's Dan Stevens as Beast in Beauty and the Beast. © Walt Disney Emma Watson as Belle and Downton Abbey's Dan Stevens as Beast in Beauty and the Beast.

Ask a PR expert, but giving children instant nightmares is probably not the best way to spruik your upcoming Disney family blockbuster.

A doll of Emma Watson as Belle from the studio's anticipated live-action remake of 1991's animated Beauty and the Beast has become an internet laughing stock, thanks to its less-than-accurate resemblance to the Harry Potter actress.

"I can't stop laughing, this is so tragic," went the general reaction to Disney's figurine fail. 

"When you order an Emma Watson doll online but a Justin Bieber doll in a yellow dress and and a wig arrives instead," one commenter said.

"Looks like Emma Watson after three years of intense cocaine," another added.

The doll was first spotted at US department store JC Penney by William Herrington, a Colorado-based photographer who shared pics of the melty monstrosity on his Flickr before the internet grabbed hold of them.

"Her face was shiny and covered in freckles (that looked more like a skin disease) and her head looked like it was being ripped open and torn where the hair was rooted into the head," he told Buzzfeed, unnecessarily explaining why the pics have gone viral.

The film, which also stars Kevin Kline, Emma Thompson, Ewan McGregor and Sir Ian McKellen, opens in cinemas in Australia on March 17.

Be very afraid.

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