Hamleys

Hamleys on Regent Street is the world's oldest toy shop and one of London's most enduring children's attractions. Spread across seven floors, it carries an extraordinary range of toys, games, and play experiences backed by live demonstrations, elaborate displays and a theatrical retail atmosphere that children find genuinely thrilling.

The genius of Hamleys is that it doesn't feel like shopping — it feels like an event. Staff demonstrate remote-control gadgets, magic tricks, science kits and building toys throughout the day, creating a floor show that children can watch, participate in, and get swept up in. Even without buying anything, a visit to Hamleys is entertaining.

With a 4.5-star rating and a reputation built over more than 260 years, the shop has earned its place as a London institution. Each floor has a theme — board games, soft toys, LEGO, arts and crafts, technology — and the navigation between floors is part of the adventure for children who are given the freedom to explore.

The Regent Street location means it's well connected by tube from Oxford Circus. Weekday mornings are dramatically quieter than weekends and school holidays, which makes a real difference to the experience. With young children especially, avoiding the busiest times transforms this from overwhelming to magical.