Holly Willoughby has begged her fans to send in their old teddy bears after her seven-year-old daughter lost her "best friend" Ted.
Taking to Instagram to urge mums and dads to search through their old toy boxes, the glamorous This Morning presenter said she's looked "everywhere" to find little Belle's teddy.
"Help... we've had that nightmare moment where Belle has lost her favourite 'Ted' ... He is an old @arsenal teddy and had an Arsenal badge with a year on his foot... I wish I had a better photo!" she captioned a snap of Belle hugging her toy to her chest.
"I've searched everywhere and also online for a replacement... can anyone help? Have you seen him, Have you got the same bear at home that you may not need anymore, can I buy a replacement somewhere?
"Poor Belle is so sad to loose her best friend .. Thank you xxx," Holly added.
Her Instagram comments were instantly flooded by empathetic parents whose children have been through the exact same ordeal.
"Why does no one tell you to buy 2 of their favourite toy until it is too late!!?? Poor Belle hope you find one. Sure Arsenal will be in touch soon!" one wrote.
"This is heartbreaking! I've had the same thing happen to my son before and it literally feels like you've lost a part of the family. Hope you find what you’re looking for," another commented.
And a third asked: "Can you find a better picture online of what it looks like? I can’t help but fingers crossed you find it or a replacement."
It comes after Holly and her TV producer husband Dan Baldwin took their three kids away for a half term ski trip.
Belle joined her brothers Harry, nine, and five-year-old Chester for the family holiday in the snowy Alps, where they all hit the slopes before the adults let their hair down with a quick apres-ski Aperol Spritz.
Even little Chester seemed well-equipped for the cross-country runs, with Holly sharing a video of him 'nut-megging' her - effortlessly skiing in-between her legs as she did a snowplough.
The family of five have enjoyed several holidays in the last years, including a trip to Walt Disney World in Florida and a luxurious stay in Barbados in 2017.
Harry, Belle and Chester also flew out to Australia to be with their mum in late 2018 when she was busy hosting I'm A Celebrity... Get Me Out Of Here! alongside Declan Donnelly.
The two older kids were taken out of school for a few weeks and given a tutor to ensure they didn't fall behind with their education.
