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"I suppose it's not a letter up the chimney, but the design of the site looks chimney-ish" - Karen MacLachlan, marketing director of Argos, whose new online programme for children to send wish lists to Father Christmas has been accused of undermining the festive magic.

Children using a dedicated Argos website can scroll the thousands of toys and and "send the list to Santa". The parenting website Netmums argues it is "really sad" that traditional family rituals are being undermined, but Ms MacLachlan insists the company is "paranoid" about keeping the occasion special.

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