Rainbow Loom Bands, as many parents already know, are colourful elastic bands which can be woven into bracelets.
Whether you find them creative or infuriating, there's no denying this playground craze has taken off in a seriously big way.
So much so that a loom band dress made for a 12-year-old fan has sold on eBay for an incredible £170,000.
READ: EXPERTS WARN PARENTS NOT TO LET CHILDREN USE COLOURING BOOKS
Helen Smith enlisted crafty friend Kathryn Burnand to create the gown, which was woven out of an eye-watering 20,000 loom bands.
It took three-and-a-half weeks - and a total of 45 hours - for Kathryn to make the garment, which cost just £45 to make.
Helen then agreed to help Kathryn sell the gown online, with 12-year-old daughter Sian modelling the frock for the eBay advert.
"We thought we'd stick it on eBay as a bonus for £50 and thought if it went over the 50 pounds we might have a day out," Helen told ITV earlier this week when bidding had already passed £150,000.
In less than a week, the garment attracted over 137 bids. The winning offer, placed was a stonking £170,100, plus £7.00 postage.
VIDEO: PARENTS EVERYWHERE NEED TO WATCH THIS POWERFUL VIDEO ABOUT THEIR DAUGHTERS
That means Helen and Kathryn have made a profit of £170,053 - and the duo have already agreed to split the money fairly between them.
Speaking to the MailOnline, the two friends said they "would’ve been happy to make £50 profit."
"We're not a rich family. I'm not complaining with what I have at all, but this could be a great change in fortunes for us. These things never happen to people like us," said Kathryn.
Helen and Kathryn are now waiting to receive payment from the winning bidder and are hopeful it was a credible bid, but aware they may never see the money.
READ: EXPERTS WARN PARENTS THAT LOOM BANDS COULD BE DANGEROUS
Because, if it turns out that the sky-high final bid was a hoax, eBay cannot legally compel the buyer to pay up.
"We're trying to be realistic," Helen told the Daily Post.
"We both rely on benefits to live but we get by."