Hasbro is backing the return of Furby with a heavyweight marketing push designed to recapture the excitement of its late 90s heyday - when 40 million Furbies were sold in just three years.

The toy has been given an overhaul and will now develop its own personality based on how it is treated and let its owner know how it feels through animations in its expressive LCD eyes.

Brand owner Hasbro has also tapped into the growing trend for app-based games and will launch an app that offers additional ways of interacting with the Furby.

Rolling out on 24 September, Furby will be supported with primetime TV ads - including slots during The X Factor - and online activity.