On Wednesday, Penguin Books released a new cover for Roald Dahl's classic children's book Charlie and the Chocolate Factory.
Much of the reaction has been strongly negative, with many branding the cover inappropriate.
Several prominent writers have spoken out against the cover, including Chocolat author Joanne Harris.
And The Crane Wife author Patrick Ness.
Many people found it creepy.
Some thought the cover was a spoof.
And others compared it to Vladimir Nabokov's Lolita.
Not all reactions were negative, with some praising the cover as having captured Dahl's subversive tone.
Penguin said: "This design is in recognition of the book's extraordinary cultural impact and is one of the few children's books to be featured in the Penguin Modern Classics list.
"This new image for Charlie and the Chocolate Factory looks at the children at the centre of the story, and highlights the way Roald Dahl's writing manages to embrace both the light and the dark aspects of life."
Love the cover or hate it, everyone is certainly talking about it. So, job done?
An earlier version of this article stated the new cover for "Charlie and the Chocolate Factory" was released on Thursday (August 7th), it was actually released on Wednesday (August 6th). This post has been updated with the correct day.