Saturday March 1st saw the launch of Cartoon Network and LEGO's new franchise, LEGO Mixels, at the London Eye.
Children and parents climbed on board a special London Eye capsule to take part in LEGO Mixels building challenges, stories and enactments by a specialist LEGO expert.
Guests watched an episode of the Mixels cartoon on a large screen whilst hundreds of feet up in the air before being allowed to get creative with LEGO Mixels sets.
“The LEGO Movie has really changed my outlook on the LEGO world and how this new generation of toys should be played with," said parent Nick Gibbs-McNeil.
"LEGO Mixles encourage the very essence of what LEGO really is for kids - a toy that can become anything with a bit little imagination."
Six year old Con Gibbs-McNeil added: “I saw these on TV last week and they looked so cool.
"I couldn’t believe I could buy them with my pocket money. You can create anything with the Mixels and they'll be fun with other LEGO toys. I want them all."
Each Mixels model features up to 70 pieces of LEGO, including new elements such as eyes, teeth and ball joints.
“It’s a first for us to be working with entertainment giant Cartoon Network, which transmits into 130 million homes around the world, so we’re very excited to see LEGO Mixels flying off toy shelves," added LEGO Mixels spokesperson Harry Harrison.
LEGO Mixels are available now in all major toy stores with an RRP of £3 and the Mixels shorts air weekly on Cartoon Network.