Hertfordshire's Police and Crime Commissioner has called on major retailers to remove a controversial children's toy from sale over safeguarding concerns.

Jonathan Ash-Edwards has written to retailers selling Butt Face Chester Cheeks, arguing that the toy risks undermining messages taught to children about personal safety, appropriate behaviour and boundaries.

The toy, which is sold by major retailers including The Entertainer, Smyths Toys Superstore and Amazon for £24.99, has prompted concerns from the Commissioner about whether some of its features are appropriate for young children.

Mr Ash-Edwards said apparently innocent games and products could potentially be exploited by people seeking to groom children by making inappropriate behaviour appear normal, funny or harmless.

Children squeeze, pull or stretch Chester's two "cheeks", which triggers fart sound effects. The longer they squeeze, the more noises it makes.

The PCC has now written directly to retailers asking them to reconsider stocking the product and remove it from sale.

The Commissioner said: "As a father and Police and Crime Commissioner, when I became aware of this toy I was immediately concerned about whether it is appropriate for young children.

"This toy is a paedophile's dream. Apparently innocent games or products can be exploited by people seeking to groom children by gradually making inappropriate behaviour seem normal. We should be extremely careful about anything which risks making that easier.

"Children learn through play. We spend a great deal of time teaching them that their bodies are their own, that personal boundaries matter and that they should recognise and speak up about behaviour which makes them uncomfortable.

"Retailers should not then be selling them toys which risk making those same behaviours seem funny or harmless."

Mr Ash-Edwards stressed that his intervention was not about removing humour from children's toys, but about ensuring safeguarding concerns were properly considered.

He added: "This isn't about taking the fun out of children's toys. It is about applying some common sense to what we market to young children and recognising that safeguarding has to come first.

"That is why I have written directly to major retailers asking them to act. I want them to look again at this product, consider the safeguarding concerns and take it off their shelves.

"Retailers have enormous influence over what is marketed to our children. With that comes a responsibility to ask not simply whether a product can be sold, but whether it should be.

"If there is a credible concern that a children's toy could undermine the very safeguarding messages we are trying to teach them, children's safety must come before sales."

The Commissioner's office said some major retailers overseas have already decided not to stock products of this nature following concerns about their suitability for children.