Hatchimals are a hot item this holiday season -- the Furby-like toy is supposed to "hatch" from an egg when children knock, tap, or rub on the shell after about 30 minutes of playtime.
The Hatchimal inside responds with lights and sounds and eventually hatches into a creature kids can talk and engage with.
That's what's supposed to happen. But hundreds of parents are taking to Facebook, posting pictures and videos that show Hatchimals that won't hatch.
Statement from Hatchimals maker Spin Master
"While the majority of people have had a magical hatching experience, we have also heard from consumers who have encountered challenges.
"Our goal is to provide positive product experiences for all consumers and we are working diligently, as we always have, to do just that."
Spin Master told CNN it has "increased the number of customer case representatives, extended our hours and increased the capacity for callers in the queue to help prevent calls dropped due to the holiday volume."
Even some celebrity parents are weighing in on the Hatchimals fiasco.
You know you're in deep trouble when Chrissy Teigen tweets about your product.
WATCH | Spin Master's video shows the process of hatching a Hatchimal.