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.

It seems that money can buy happiness.

“It’s the simple joys,” now-viral sensation Candice 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.

Payne’s video also racked up more than 3 million shares and 2.4 million “likes” on Facebook, and it was shared across social media platforms including Reddit, YouTube and Twitter.

The original Chewbacca got involved, too. Geek Wire reported:

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