The Good Toy Guide is celebrating its official launch at Toy Fair with the announcement of its new mascot: Popcorn the Bear.
The play advice site went live in September and recieved such a positive response that the team knew it needed to capitalise on the public's enthusiasm and increase awareness of the site with a mascot.
Since October the GTG held auditions for the role and before Christmas, Popcorn was awarded the position - but it's been a closely guarded secret until now.
Popcorn is a soft, brown, cuddly teddy bear around 12-inches tall. He's the main character in a range of animal characters, all named after food.
The Good Toy Guide's DR Amanda Gummer said: "We wanted to have a face to give the public something tangible to associate with the Good Toy Guide website and demonstrate that this is a play advice site explaining the benefits of all types of toys."
The good Toy Guide is exhibiting at Toy Fair stand G154.
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.