Having lived in NW1 and worked in SW1A, I regularly walked passed Hamleys on Regents Street and almost as regularly popped in - I've got a 5 year old son!

The staff can be a bit pushy and annoying at time but other than this very minor quibble, this shop approaches perfection. I simply adore it.

Prices are a tad higher because of the location but you can be sure that you're getting quality and what a choice. Huge floor upon huge floor filled to the brim with stuff that you (yes you) and your kids will love!

My tip is, buy the missus the Syma S108G Marines Cobra Attack RC Helicopter for Xmas...if she doesn't want it, then well...you know who will!! *snigger* ;-)