For the first time in 35 years, the Honey Monster is disappearing from Sugar Puffs packs.

But fear not, the furry fella has only been removed temporarily for promotional purposes.

The Find Honey Monster campaign offers consumers the chance to win a laptop by entering coordinates printed inside packs online.

"Recently we've seen a lot of brands bring characters out of retirement but we're doing the opposite by making ours disappear," said a Honey Monster Foods spokesman.