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Beauty and the Beast doll looks exactly like Justin Bieber. World goes into meltdown.

It’s one of the most highly anticipated films of 2017, with every new trailer, clip and image trending within minutes of it appearing online.

But the latest Beauty and the Beast-related item to go viral is…well, it’s a little unexpected.

via GIPHY

One Reddit user caused a stir when he uploaded an image of a Belle doll he spotted in a JC Penney store.

Bieber...is that you? Image via Twitter.

The problem?

It looks a little more like singer Justin Bieber than Emma Watson, a fact which Twitter couldn't possibly ignore.

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"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," William Herrington, who snapped the original image, told Buzzfeed News.

"As for any resemblance to Emma...yeesh. There really isn’t any," he said.

Of course, there are a lot of other things that Twitter things the Belle doll looks like too.

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It hasn't all been bad news when it comes to merchandise for the film however, which is due to hit Australian cinemas March 17.

Fans were treated to the first snippet of Emma Watson singing Something There from the film when a musical doll hit toy store shelves.