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'That is marketing genius': This Morning's Holly Willoughby and Phillip Schofield burst into a fit of giggles as they discuss Kim Kardashian selling pool floats in the shape of her bum

By Lisa Mcloughlin For Mailonline and Valerie Siebert For Dailymail.com

Published: 09:51 EDT, 6 April 2017 | Updated: 10:45 EDT, 6 April 2017

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She revealed her newest line of merchandise with one particular product causing quite the stir, the Kimoji Butt Pool Float.

And while Kim Kardashian hopes it flies out the doors, her latest must-have pool accessory caused quite the chuckle with This Morning's Holly Willoughby and Phillip Schoefield on Thursday's show.

The TV duo couldn't contain their laughter as they descended into a fit of giggles, setting their sights on the pool float in the shape of her peachy behind.

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Hilarious: Kim Kardashian's latest must-have pool accessory caused quite the chuckle with This Morning's Holly Willoughby and Phillip Schoefield on Thursday's show

Speaking to their LA showbiz correspondent Sam Rubin , Holly revealed: 'I’m a bit scared to read this, the headline says: "Want to sit on Kim K’s bum" – please explain!'

As the blonde beauty asked the question, suddenly an image of the pool float appeared on screen, leaving the pair covering their mouths in shock.

Holly shouted in complete shock: 'Oh my God! So it really is that!' before she burst into laughter alongside a stunned Phil.

Showbiz Sam joked as the image stayed put: 'It could hold hold three or four people. Purportedly those dimension match Kim’s own backside.'

Cool for the summer:The TV duo couldn't contain their laughter as they descended into a fit of giggles, setting their sights on the pool float in the shape of her peachy behind as part of her Kimoji brand

Having a giggle: Speaking to their LA showbiz correspondent Sam Rubin (R) , Holly revealed: 'I’m a bit scared to read this, the headline says: "Want to sit on Kim K’s bum" – please explain!'

Struggling to grasp what he was seeing, Phil chuckled: 'That is marketing genius'.

As Holly nodded in agreement, commenting: 'It really is, £78 do you hear?'

Phil answered back: 'What a thing, where you actually get to the stage where you can market your own a**e!'

With her head in her hands, the mother-of-three gasped: 'Nothing I can say is right, it’s so good.'

In shock: As the blonde beauty asked the question, suddenly an image of the pool float appeared on screen, leaving the pair covering their mouths in shock.

'Genius': Struggling to grasp what he was seeing, Phil chuckled: 'That is marketing genius'

Fashion darling: Holly sported an eye-catching Whistles dress for Thursday's show

Dressed to impress: Holly showcased her pins in a calf-flaunting number which she teamed with a nude pair of strappy heels

The uncontrollable fit of laughter comes a day after E! reality star revealed her fans could take home her long envied assets - and float on it in their pool.

As summer approaches, the mogul is making sure her fans have just what they need to make the most out of the hot weather - which apparently includes selling a pool float that looks just like her famous rear end.

The newest line of Kimoji merchandise hit the web on Tuesday, and while there is plenty on offer that will appeal to the Kim-loving masses, there is one product in particular that is causing a stir.

Inspired by reality: The 36-year-old reality star is well known for her shapely behind

The Kimoji Butt Pool Float is currently available on the site for pre-order, to be delivered in June, and costs £78 each.

The float itself appears to be a - literally - inflated version of Kim's butt emoji, which features a cartoon version of her rear in a black thong.

Of course, social media users couldn't help but start talking about the strange new addition, with many taking a bit of an issue with the price tag.

'98 dollars for a pool float? Come here sis.. I jus wanna talk,' wrote one user.

Infamous: Each one of the floats modeled after Kim's famous posterior costs £78

Not impressed: Plenty of users chided Kim for putting such a hefty price tag on the item

Giving kudos: This user praised Kim and her team 'full of marketing icons' after seeing the new pool float

Another added: 'Kim Kardashian capitalizing on having a fat a** by selling a butt pool float for $98.. priceless.'

One user hailed it as 'a brilliant idea. Right on time for the summer. Just smart af man. Kim's team is full of marketing icons.'

And so far it does indeed seem to be a success, as many seem more than happy to drop the change on the product, with one writing: 'I would really float in the pool on a blow up of Kim's butt!'

Making a splash: Other users couldn't wait to get their hands on one of the butt floats

More to go: This baseball cap reading 'I'm on the list' will set fans back $38, while a second pool float reading 'Lit' will cost you the same $98 as the butt version

'I will be in the pool E-VER-Y-DAY if I can get a #KIMOJI float,' said another.

For those looking to show their support for Kim in a slightly more subtle manner, the site also offer a speech bubble-shaped float with the word 'lit' on it.

Also in the shop are lighters and phone cases with the Kim crying emoji, middle finger emoji bandannas and rolling papers as well as ball caps with phrases such as 'I'm on the list.'