LONDON May 15 (Reuters) - Prime Minister Tony Blair has been unmasked and reduced to clear.

With Blair announcing that he is to step down next month after 10 years in office, a London fancy dress costume shop reported on Tuesday that the market for Blair masks has abruptly collapsed.

Emma Angel, the sixth generation of her family working at Angels Fancy Dress, said the price of Blair masks has been slashed from 19.99 pounds ($39.53) to 12.99.

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The shop will not be restocking the mask which was once their Halloween top-seller.

Chancellor Gordon Brown is set to replace Blair as prime minister but no manufacturers have come up with a mask yet.

"Some say the timeframe of production might not match his time in office. Others do not think he is villainous enough," Emma Angel said.