The merciless West Highland white terrier ripped his present to shreds in a matter of minutes, putting himself firmly in the dog house with owners Pam and Michael Norfolk. It was Michael's mum Jean, from Knottingley, West Yorkshire, who had stumped up the £2.99 for the treat and she told the suppliers, Rosewood Pet Products of Broseley, Shropshire, how Charlie's onslaught had demolished his new plaything.

"I thought it was a bit of a feeble performance, " says Jean, who was then completely won over by Rosewood's response.

"They sent me a parcel with half a dozen replacement toys, " she says. "Both Charlie and I are ecstatic.Well done, Rosewood.