Gears of War 3 fans can order a replica gold Lancer gun model exclusively from Play.com.
The online retailer is offering the product in the UK for 69.99 following strong pre-orders in the US. GameStop.com listed the product online last week and it quickly became the retailer's No.1 item.
It's based on the Lancer gun from developer Epic Games' popular Gears of War series. The third game in the Xbox 360 franchise goes on sale on September 20th this year. Play.com says the Lancer will be released on September 23rd but is available to pre-order now.
Wholesale merchandise provider NECA is handling distribution of the model gun – a full-scale hand-painted replica which measures over 3ft long.
It's one of the most popular video game items in the company's history,” NECA president and CEO Joel Weinshanker told MCV.
The original lancer quickly sold out as a pre-sale for Gears of War 2 and it looks like the new Lancer is selling much faster.”
NECA also stocks a range of collectible figures, box sets, card games and more.