BBC's Denise Mahoney: Enough Christmas paper is used to wrap the world twice over

Friends of the Earth is "launching" its own brand of spoof toys on Friday, in the run-up to a National No Shopping Day on Saturday.

Accompanied by the slogans "talks rubbish, looks rubbish, becomes rubbish" and "guaranteed to disappoint", the playthings will include such creations as My Little Phoney, Fibby and Trash Formers.

Anna Thomas: "Children should have Christmas presents"

The pressure group says that children in the UK see more than 18,000 adverts a year.

Research suggests children are up to three times more susceptible to be persuaded by ads than adults.

In some Scandanavian countries, toys cannot be advertised before 9pm

Parents often bow to the pressure of providing the latest toy for their children, even though they know it will not last long, according to FoE.

It wants the government to ban advertising of children's products before the watershed.

Consumers are being asked to think carefully about the social and environmental consequences of waste before they buy.

Anna Thomas, Consumerism Campaigner with Friends of the Earth, said: "Regulation of advertising aimed at kids in the UK is very weak. In Norway and Sweden TV advertising aimed at kids under 12 is banned.

"At Christmas, when TV adverts are in full swing, every parent faces a choice - fork out for the latest expensive trendy toy that they know will soon be out of date, or risk their child being sidelined by their friends.

"Our kids are being indoctrinated with the throwaway mentality without being warned about the effects of pollution and waste on the environment and wildlife.

Christmas causes waste, says FoE

"Instead of supporting this rip-off, the government should consider preventing advertising of children's products until after 9pm, and kids and parents should be left to enjoy Christmas in peace."

Saturday will be the 7th No Shopping Day, which is marked with different events and campaigns around the globe.

Supporters point to the evidence that overconsumption of natural resources is causing pollution and wildlife destruction.

It is estimated that 200,000 trees are destroyed to make the 1.7 billion cards sent in the UK - and that Britons used enough wrapping paper to cover the world twice.