We all know Mr.Potato Head, with his perfectly-rounded noggin and an arsenal of plastic accessories. But, what if our favorite toy potato were malformed to help fit in with other unfortunate produce?

Hasbro recently teamed up with UK-based grocery chain, ASDA, to create a Wonky Mr. Potato Head. The intent… To help reduce food waste, by reminding grocery shoppers that produce that may not be pleasing to the eye, could be just as useful as their prettier counterparts.

The adorably-wonky Potato Head is available at auction, with proceeds going to charity. And, if you miss out on a deformed Mr. Potato Head, you can simply stick some eyes on those banged-up zucchini and tomatoes that nobody else wants.

[link, via Nerdist]