A heartfelt appeal has been issued this week to find a little boy’s treasured cuddly toy.

Leo lost his beloved fluffy dog Ruff whilst he was on holiday in Tenby and has been heartbroken at his disappearance.

“Before his first birthday, my son Leo was given a lovely cuddly fluffy toy dog, a final gift from my sister before she moved to New Zealand,” explained his dad Oliver.

“Leo named him Ruff as at the time Ruff was pretty much the only word he could say. Since then, Ruff has been Leo’s favourite toy and best friend. They have been everywhere together and shared many adventures. Ruff usually has a place set at the table and is a big part of all our lives.”

Oliver ontinued: “We visited Tenby over the Bank Holiday weekend and had a wonderful time! On the last day (Monday), before our long journey home, we visited the clifftop park on Battery Road overlooking the golf course. We all sat on a bench and enjoyed the spectacular view, before following Battery Road to the playground that overlooks the beach.

“Ruff was definitely with us in the clifftop park, but was not with us when we left the playground. We didn’t realise until bedtime - at which point we were 3.5 hours/150 miles away. I would have driven the seven hours straight back again to fetch him, but needed to rest and was needed at work the following day.

“Thankfully, Monica, of South Beach Bar and Grill, was able to retrace our steps the following day, but it was too late and Ruff had gone.

“Many thanks to anyone who has been looking after him! Perhaps you could get in touch to let us know that he is OK and maybe help us get him home?

“Thank you so much to the good people of Tenby for helping us with the search! We have been overwhelmed by the amount of support and assistance that people have offered.

“Leo now has two very similar toy dogs (Baby Ruff and Ruff 2), donated by people who have heard our story. He will often hug them tight and apologise to them saying “I’m sorry my babies, your dad is lost” and “When your Dad comes home, he’ll find us waiting.”

Anyone with information about Ruff is asked to contact the family on 07776994148.