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Debuting in September, it has been designed for those wanting to iron clothes in under a minute.

It is 30% smaller and lighter than a standard iron and has an ergonomic grip, meaning that it is held in a similar way to a PC mouse.

The iron does not require an ironing board and instead comes with an insulated mat to iron on.

Priced £49.99, it will be supported as part of a wider campaign for Tefal products. It will be sold in high-street chains including Tesco, Argos and Boots.

Other brands owned by Tefal parent Groupe SEB include Moulinex and Krups.

Tefal recently tied up with Whittards of Chelsea to promote the launch of a kettle (Marketing, 20 April).