The toy also featured on ITV’s This Morning as part of its Christmas Toys feature.

Last week My Friend Freddy Bear gained several accolades. It won Favourite Educational Toy in the ToyTesters.tv awards, Highly Commended in the pre-school category in the Rainbow Toy Awards and was a finalist in The Toy Verdict Awards, as well as being included in Good Housekeeping’s toy testing.

Vivid brand manager, Catherine Scott, said: “Of course we think that Freddy Bear is adorable, but it’s great to get recognition from these awards which are judged based on play testing by children.”

My Friend Freddy Bear works in conjunction with an app creating a customisable play experience for each child, talking about things in their world and plays games suitable for their level of development.

Freddy is supported by TV advertising in the run up to Christmas, backed up by a PR programme and dedicated website.