The South Wales Evening Post published a picture of a Hear’Say Noel Sullivan doll after the star himself refused to be photographed on a visit to Swansea.

He was there to give his support to a local contest to discover a new disc-jockey talent to work on The Wave radio station.

Reporter Jonanthan Isaacs said: “We thought Noel’s fans would like to see his picture in the Post.

“It was also great publicity for the group because it showed a top star like Noel still had time to help someone on the first rung of their radio career.

“So we were surprised, to say the least, when the normally ebullient Cardiff-born charmer proved remarkably camera shy.”

The paper had sent snapper John Corbett to the event, only to be told by Noel, hiding his face in his hands: “My picture has got to be approved by the band’s management.”

So the paper rushed out to Toys R Us and shelled out £16.99 for the lifelike doll – set to be on the “most wanted” list for presents this year – which plays a 25-second snatch of Pure and Simple.

Jonathan said: “True, it sounds a bit tinny, but it is much cheaper than the real thing.”

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