Hamleys claims to be the oldest toy shop in London, established in Holborn in 1760 as Noah's Ark. Two centuries later it was also the world's biggest toy shop, though that honour (a dubious one if you're a harassed parent) now goes to Toys R Us in New York. But it's still biggest in Britain and the holy grail for thousands of school children who swarm all over its six floors. enjoying the full Willy Wonka experience, complete with dozens of toy and game demonstrators. Beware, huge crowds make it the original nightmare before Christmas!