TODDLER Power and the press have done the trick in speeding Noddy and his toy car back to Tavistock's Safeway supermarket, writes Roger Malone.
Young shopper Eloise Scaysbrook — aged two-and-a-quarter! — was upset when her favourite character accelerated out of the supermarket — only to be replaced by a worm driving an apple!
'The worm didn't even look friendly — it looked almost sinister,' said Eloise's mum Geraldine.
Her daughter could always be guaranteed to be on her best behaviour when propelled around the aisles as mum loaded the trolley. There was, after all, the reward of a jaunty ride in Noddy's car at the end of every successful shop.
'It can be very difficult taking a small child into a large supermarket when they don't want to sit in the trolley,' said Geraldine.
'Apart from bribing with sweets, which isn't the done thing these days, Noddy was a great support when it came to keeping Eloise happy. She always gave him a kiss and hug and said: "Bye, bye, Noddy. See you next time".'
The loss of her jolly chum and his car so annoyed Eloise she sent mum to customer services to find out why Noddy had departed without so much as a backward glance and cheery goodbye wave.
Then mum contacted the Times to see if there were any journalists in their second childhood willing to rally to the cause of a Bring Back Noddy Campaign!
Our editorial team took up the case, and the telephones were soon hot with calls to Safeway's press office.
Then our own phone rang as a delighted Eloise got her mum to tell us Noddy was back — and she had already jumped in beside her hero and offered him a Smartie.
Safeway customer services manager John Bell said the toy rides were operated by a sub-contractor and usually roated on a monthly basis.
However, Eloise's special plea for Noddy was sufficiently moving for John to ensure the little fellow made a hasty return. He was back on duty on Tuesday, parked by the checkout, beaming from ear to ear.
'They might lose some customers without Noddy,' said Geraldine, clearly recognising the power Noddy has in placating unco-operative infant shoppers.
However, it appears not all members of Toddler Power are as devoted to Noddy as Eloise. Big Ears has heard a whisper there is a contingent of infant shoppers who want the worm back . . .