Today is World Play Day, taking place at Hamleys on Regent Street, the world’s oldest toy store.
Children will enjoy play in six different zones, before being allowed the freedom of the store during the busy half term.
Guests will also be treated to a special preview of the toys from the upcoming The Good Dinosaur film, which is set for release next month.
Gamers will enjoy the new Pokémon battling figures and younger children can express their creativity in the Aquadoodle area.
Tomy toys, Pokémon, Britains, Inside Out, John Deere and Aquadoodle have put the event together. Hamleys characters will also join in the fun and children will leave with a unique goody bag.