Fashion designer Jeremy Scott, who recently debuted a collection for Moschino, has launched his first fragrance for the brand – and its packaged like a child’s toy.

It’s even called  “The Moshino Toy.”  And it doesn’t just look like a stuffed toy – it’s an actual teddy bear.

But just to clear up any confusion, since it is really a fragrance, the bear is wearing a T-shirt that says: This is Not a Moschino Toy. (Just to make it even more confusing).

A fragrance vial is hidden inside the bear. Using the eau de toilette is a little strange – pop off the bear’s head to reveal the actuator, as the print ads demonstrate.

The ad campaign, shown, was shot by Steve Meisel and stars Brazilian beauty Isabeli Fontana.