I didn't know this was a thing. Modern kids' TV updates have been better than expected recently. The new version of Dangermouse still had the heart of the original and CBeebies update of The Clangers was every bit as enchanting as the original.
I suspect kids in my day didn't get too excited about winning a marbled propelling pencil. But the thought of being awarded something with the program's name on it probably had kudos.