Kohl’s capitalizes on viral ‘Happy Chewbacca’ Facebook video

After a mom posted a livestream of her wearing a ‘Star Wars’ mask in the retailer’s parking lot, the Internet has been buzzing—and sales are spiking. Here’s the reaction.

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“It’s the simple joys,” now-viral sensation Candace Payne recently said, and Internet users—along with marketers—agree.

On Thursday, Payne recorded a Facebook Live video that captured viewers’ attention in a massive way. It features Payne showing off a “Star Wars” Chewbacca mask that roars when its mouth opens. After explaining that she bought it at Kohl’s as a birthday gift to herself, she laughs hysterically for the remainder of the video:

It has received more than 135 million views at time of publication—and is the highest-viewed Facebook Live video. Previously, the most-viewed Facebook Live video was Buzzfeed’s video about an exploding watermelon, which grabbed more than 10.7 million views.

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