Fluky young Italians who attended the Eurochocolate festival in Perugia, Italy this week were treated to the sight of over 150 PlayStation 3s and one gargantuan Sixaxis controller, all lovingly rendered in chocolate.

This sweet-toothed exercise was part of Sony’s campaign for its new 40GB PlayStation 3 SKU, which has just launched throughout Europe. Not many attendees will forget it easily either, with the company dishing out two hundred smaller chocolate PS3 controllers to the crowd.

"They were going to make a chocolate Xbox 360," quipped one wag over on GameTrailers. "But it kept melting." Buuurn.

Scroll further down for pics.