The winner of the High Wycombe BID Company Cheeky Elf Christmas trail has been announced.

Nine-year-old Beau Dunsford had his entry picked at random to win a family jump pass to Rush Trampoline Park, £40 worth of shopping vouchers and a giant toy bundle courtesy of Toys UK.

Runner-up Benji Frost also received a family jump pass to Rush trampoline park.

Over 70 kids took part the competition, in which kids and parents were tasked with collecting cheeky elf stickers from 10 businesses across High Wycombe town centre to reveal a mystery Christmas word.

Completed entries were then submitted via the library’s magical elf post-box.

Bluegrass BBQ, The Air Raid Shelter Café and Tea Room, La-Koco Coffee, The Massage Company, The Front Room, Ruby Moon, Toys UK, High Wycombe library, Bright Young Things, Craft Coop, Bill’s Restaurant and The Works all took part in the trail, with many also kindly offering prizes and treats to participants.

BIDCo’s Siobhan Carney, said “We’re thrilled with the success of our Cheeky Elf competition.

"We’ve had some lovely feedback from both children and families about the trail and how it allowed them to explore the town and engage with local retailers in a fun way over the festive period.

"We’re now really excited about the possibility of doing more of these kinds of activities in the future.

"We’d like to take this opportunity to thank all the businesses who took part and say a huge congratulations to our winner and runner-up. Seeing the smiles on their faces as we presented their prizes was a fantastic feeling.”

Melanie Williams BID Manager said: “As well as being a fun way to entertain children and families in the town centre, the cheeky elf trail is an important intervention for the local economy enabling us to help connect different parts of the town centre, encourage people to shop new areas and to use independent retailers supporting those most closely connected to our local community.

"The trail encouraged repeat visitation and increased shopper dwell time – key requirements for a town centre looking to re-imagine it’s use of the High Street.”