One of the borough's entrepreneur has scored a marketing first by getting Sainsbury's to sell his brand of 'entertaining' toilet rolls.

Robert Paul, 24, of Willifield Way, Hampstead Garden Suburb, says he first thought of the idea two-and-a-half years ago after a nervous moment before an exam.

A mere £1.95 will buy you four rolls of luxury three-ply toilet tissue with various entertaining features, such as quizzes, games, humour, trivia and educational information, on its sheets.

Robert said: "I initially thought of the idea when I was suffering from nerves before a psychology exam in my final year at Birmingham University and had to spend some time in the toilet.

"There's something to entertain everyone from young kids to grown ups and for every toilet roll four-pack you buy, 50 pence will be donated to national children's charity NCH (National Children's Homes). There are even competitions to enter where you can win one of 30 widescreen televisions.

"When my parents found out about my idea I don't think they were particularly overjoyed. However, now they are fully supportive of my toilet tissue obsession."

Since then his Entertaining Roll idea has gone from strength to strength.

In fact, with the help of his partner Simon Maurer, 45, from Hendon, the final product hit Sainsbury's supermarkets all over the country last week.

The charity runs more than 460 projects for Britain's most vulnerable children, young people and their families.

John McDermott, head of corporate fund-raising at NCH admitted: "It's terrific. I'll never have to take another magazine into the toilet ever again."