It didn't take long for filmmaker Ava Duvernay's special edition Barbie to find its audience and sell out.
Mattel, the doll maker, told fans via Twitter that the Barbie in the likeness of the "Selma" director would be available for purchase at 10 a.m. By 11 a.m. the company announced it "sold out on http://TheBarbiecollection.com!" but "shortly" it would be available to purchase via Amazon.
The response was overwhelming for Duvernay, who described her fans' enthusiasm as "bananas" and "nuts" in hashtags on Twitter.
"Sold out on Barbie collection, I'm told," she tweeted. "More available at Amazon. What the hell is going on? #bananas #nuts #whoa."
But it seems Amazon had trouble keeping up with demand, too. Nearly two hour later it was listed as "unavailable," USA Today noted.
Duvernay's special Barbie is a part of a range based on six accomplished career women, including actress Kristin Chenoweth and businesswoman-fashionista Eva Chen. Last year Duvernay became the first black female to have a film ("Selma") nominated for the Academy Award.
Proceeds from the doll will benefit civil rights advocacy group ColorOfChange.org and human rights non-profit Witness.