Top award for Meadowhall publicity stunt

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A publicity stunt which saw an 11-year-old boy appointed Meadowhall’s chief toy tester has won the Sheffield shopping complex a top international award.

The stunt brought in entries from thousands of children from across Yorkshire, boosted sales and resulted in 80 separate press and TV stories.

Meadowhall was named the sole UK recipient of a Marketing Honouree award at the VIVA Best-of-the-Best awards in Las Vegas, Nevada.