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Fortune
Fortune
Sasha Rogelberg

Starbucks apologizes for $29.95 'Bearista' chaos after many fans miss out and merch resells for up to $50,000 online

A Starbucks barista stands behind the cash register, looking concerned. (Credit: Jeffrey Greenberg/Universal Images Group—Getty Images)

Consumers may be rattled by inflation and fears about the economy, but that hasn’t stopped them from flocking to Starbucks for the coffee chain’s latest limited offering: a 20-ounce cup shaped like a teddy bear.

Starbucks unveiled on Wednesday its “Bearista Cold Cup,” selling for $29.95. The item sold out within hours, with some customers complaining of people in line shoving one another to stake a claim over the product. Others claimed they waited in store lines for an hour, only to see employees take two cups off the shelf and buy them themselves.

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