Last night, while you were most likely sleeping, the Toyology team was running across London delivering toy packages to a range of key journalists, all to mark the launch of its Digital Xmas in July.
Toyology's Xmas in July video uses tagging technology to showcase a range of toys without any text or narrative.
Viewers can simply click on a product displayed in the vide to view an image of it, or follow a 'Shop here' link to purchase it.
"We really wanted something that stood out and the high production values, A-List editing and the product tagging technology all came together to create something we are both proud of and stands us at the forefront of owning this space for the coming years," said Toyology's Peter Jenkinson.
"It has been a real labour of love these past few weeks. Santa is now off to Spain for a few weeks to recuperate."
Take a look at the video here.