Thieves stole a consignment of Xbox 360 consoles worth £750,000 when they hijacked a lorry shortly after it left a depot near Lichfield, Staffordshire.
The Microsoft console, which retails at between £200 and £300, is destined to be close to the top of most youngsters' wish list for presents this Christmas.
The robbery comes after a separate incident at the depot, operated by Hellmann Worldwide Logistics, a week ago when a trailer containing Xbox 360s worth £260,000 was taken.
Staffordshire Police are appealing for witnesses to the hijacking, which happened on Monday shortly after 5am on the A38.
The gang, understood to be at least three men who were believed to be driving a Range Rover and Rover saloon, indicated to the lorry driver to slow down. He believed that they were informing him there was something trapped under his wheels so he pulled over on the southbound carriageway at Hilliard's Cross.
The gang attacked the driver before making off with the lorry. It was later found - empty - on the A38 at Minworth, Warwickshire.