DISNEY fans hoping to bag a piece of the action ahead of the release of the live action remake of Beauty and the Beast dashed to a Swindon shop following a nationwide shortage - but found they were out of luck.

A £4 purse styled to look like one of the film's characters, Chip, has become this season's must-have accessory, with Primark stores up and down the country reporting empty shelves as parents seize on the next big thing.

The unconventional purse comes in the shape of the tea cup character from the 1992 animated film and features a zip fastening, a gold rim and handle.

Excitement has been mounting ahead of the live action version of the film, starring Emma Watson and Dan Stevens which hits screens later this month.

Fans who have managed to buy one of the elusive purses have taken to social media to share their journeys of tracking down the piece of Disney memorabilia, with many claiming to have 'bagged' the last ones in their home stores.

Auction website eBay has been inundated with listings for the item, with many selling for up to four times the original ticket price.

A spokesperson for the Primark store in Regent Street in Swindon early today said they had stocked up on the purse that has become the holy grail for parents desperate to make their children’s dreams come true.

However, a spokesman phoned the Advertiser late this afternoon to say there had been a mistake and that they in fact were not in stock.