LOS ANGELES -- Audrey Hepburn is the latest Hollywood legend to grace a first-class postage stamp -- although she might have been embarrassed by the honour. The U.S. Postal Service introduced a stamp bearing the image of the late Oscar-winning actor and humanitarian at a Hollywood ceremony Wednesday. The stamps went on sale Thursday.

Hepburn's son, Sean Ferrer, wearing a lapel pin with the image of the new stamp, said he was "touched at all the attention to my mother" and added she would have been "terribly embarrassed" by the honour.

The star of Roman Holiday and Breakfast at Tiffany's, who died 10 years ago at 63, follows Marilyn Monroe and Lucille Ball as the third woman to appear on a Legends of Hollywood commemorative stamp.

"The stunning image of Audrey Hepburn will travel on letters and packages to every household in America and around the world," said David Fineman, chairman of the U.S. Postal Service Board of Governors.

Speakers at the ceremony at Childrens Hospital Los Angeles also remembered Hepburn for her efforts on behalf of children. She became a goodwill ambassador with UNICEF in 1988, visiting developing nations and focusing on the plight of children.

A fund established in her name at Childrens Hospital provides medical and mental health services to suspected victims of child abuse.