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Most parents don't need any persuading to know advertising works, having seen younger children employ "pester power" and older children spend their pocket money on unhealthy options.

Parents typically bought toys of £30 to £50, but resisted children's pester power at the tills, ruling out small and unplanned purchases.

Either way, that figure becomes the face of the movie, lighting up the pester power of every kid who glimpses them.

Children's pester power is losing some of its impact in the run-up to Christmas owing to the soaring cost of living, an expert has said.

"Parents are being stronger with pester power and saying 'no' at low price points, but they are not over-indulging at the highest prices either," Ms Symonds said.