Own-brand plush recalled after girl gets item caught around her neck.

East of England Co-op recalls toy over safety fears

The East of England Co-operative Society has recalled a toy after a four-year-old "almost strangled herself" with it.

Emma Charles from Colchester got the strap tied to the Charlotte and Chloe Cherry toys caught around her neck, reports the BBC.

The plush toy is available in the retailer’s own Goodness Gang range. Customers can return it for another in the range or receive a refund.

Charles is still playing with the toys now however, just without the cord that connects the two plush characters.

East of England Co-op recalled the toy last week and pulled it from sale.

"We take safety concerns very seriously and after being contacted by a customer about an incident involving the stalks attaching the two parts of the ‘Charlotte and Chloe Cherry’ toy, we have acted immediately," read a statement on the retailer’s Facebook page.

"The product complies with EU, America, Australasian and British standards for product safety. However customer concerns are extremely important to us and we have taken immediate action. We’re very sorry for the distress caused."

The East of England Co-operative Society claims to be the largest independent retailer in East Anglia with over 200 stores. It has an annual turnover over £350 million and employs around 4,700 people locally.

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