The Flying Off the Shelf award was given to Smyths in recognition of the money raised by its Snot plush toy.

Sales of the toy, which starred in its own brand campaign last year, have raised £138,000 for Great Ormond Street Hospital.

Laura Kunkels, PR and promotions executive at Smyths Toys, commented: “We are so humbled to have won this award. It was an absolute pleasure working with the team at GOSH on our winter campaign Snot. We were overwhelmed with the public response to Snot, and delighted that all profits on the sale of the Snot plush and book went to Great Ormond Street Children’s Charity. These funds will go towards the great work the charity carries out all year round.”