The Brief

The new Glass Starbucks "Bearista" Cold Cup, retailing for $29.95, has become an instant, highly sought-after collectible and is already being resold online for up to $300.

Starbucks launched its holiday menu and festive merchandise collection on Thursday, featuring seasonal drinks like the Peppermint Mocha and the Iced Gingerbread Chai.

This year's festive drinkware, including the viral Bearista cup, features designs inspired by the iconic red and green barista aprons.

Starbucks officially launched its holiday menu and line of festive merchandise Thursday, but one item has already sparked an intense buying and resale frenzy: the Glass Starbucks "Bearista" Cold Cup.

The bear-shaped glass cup, which retails for $29.95 in stores, started showing up on eBay shortly after its

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