Solution. Mac order 1m of "limited edition" hello kitty. Sell to public. Public like little girls who really like the toy buy directly from Mac at cost price rather than paying a premium to reseller. Mac earn a few more millions just by selling soft toys. Reseller can try to stock up more of the soft toys (if they have a few millions). So is a win win win situation for the people who really want it, Mac as well as reseller.