As the World Cup approaches, Golden Bear has given the nation the perfect excuse to stink at football with the launch of the Dennis the Menace Farting Football.
And to help unveil the product to the world's press, the toy firm enlisted the help of the football's inventor, 11 year old Cub Scout, Jamie Scott.
The Farting Football is the latest product to join the Dennis the Menace and Gnasher toy collection for 2014.
Scott's involvement with the product began when Golden Bear's senior product developer, Dave Mapp, questioned a local Cub Scout group about what they thought made a good toy.
During the discussion, Scott came up with the concept of a football that made a farting sound.
Scott commented: "“It’s been really cool to be able to come to Toy Fair and see the Farting Football for the first time. I’m really excited about my idea being made into an actual toy and my friends are really impressed too.”
Barry Hughes, general manager, Golden Bear, added: “It was our pleasure to welcome Jamie to Toy Fair. His brilliant idea fitted perfectly with the humour of our Dennis products.
"To be able to bring the concept to market has been really great fun. We hope that Jamie is proud of what he has achieved and has enjoyed his time at Toy Fair.”
Tim Collins, head of brands, DC Thomson, concluded: "The Farting Football perfectly encapsulates the mischief and mayhem of The Beano brand. It’s great to see it launch today and to receive such a positive response from everyone is overwhelming.”