Newspaper highlights a selection of independent outlets.
The Telegraph has named a selection of London's best toy shops.
While Hamleys is, of course, featured, the newspaper has also highlighted a number of smaller independent stores.
Semmalina in Orange Square, Belgravia is said to have "an abundant and unique" stock of toys, and is particularly famous for its Starbags - tailor-made plastic bags fill of surprises and perfect for party events.
Little Heroes, meanwhile, is a family-run shop on the Fulham Road, complete with a coffee shop next door.
Also in the Fulham area is The Toy Shop, which also has branches in Battersea and Richmond.
Honeyjam in Notting Hill was also highlighted. Located just off Portobello Market, The Telegraph's reporter said that it was worth visiting for more independent toy brands.
Finally, Trotters is on the slightly larger side and includes a children's hairdresser and clothing for newborns up to five year-olds, as well as toys. There are outlets in Kensington, Chiswick, Chelsea, Clapham and Guildford.
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.