Sir Alan hires toy execs - ToyNews

Sir Alan hires toy execs

Industry professionals aid Sir Alan Sugar in The Apprentice does Comic Relief.
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Familiar faces including David Allmark, MD of Mattel, Emma Sherski, Marketing director of Vivid Imaginations and Mark Foster, Marketing director of Hasbro joined Sir Alan Sugar in judging the celebrity teams' toy inventions on last night's The Apprentice does Comic Relief.

The boys team, including Jonathon Ross, Gok Wan, Alan Carr and Jack Dee, were pitted against the girls team including Ruby Wax, Patsy Palmer, Fiona Phillips and Carol Vorderman, in the charity battle.

Sir Alan outlined the task, which was to design a toy aimed at the 5 to 8 year old market, and create a TV advert to promote it.

"If this toy is drop dead brilliant, one of the gurus might licence it and produce some money for Comic Relief," Sir Alan said.

The gurus then watched the boys team pitch Swap Belt - a belt with collectable characters you could hook onto it. The winning girls team presented Stick Stuck - a velcro suit.

The girls team won the task and the programme culminates tonight with Sir Alan's decision on who from the boys' team will be subject to the pointing finger and those infamous words... "You're fired."

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