Drumond Park sales director and popular toy industry personality Ross McDonald has been persuaded to go under the clippers, opting for the polished top look to raise funds for The Silverlining brain injury charity.
The deed was done on the last night of London's Toy Fair held at London's Olympia last week.
McDonald was inspired to undergo the new look to raise funds for the charity, one close to the sales exec's heart since his daughter Heidi was involved in an accident 18 years ago that left her with a traumatic brain injury.
According to McDonald and a growing crowd of onlookers and gawkers, the makeover proceedings started in the industry veteran's hotel bar, but were halted by the hotel manager and security due to 'health and safety reasons.'
Undeterred and unaffected by suggestions of the possible threat to society the exec's previously luscious locks posed to society, the haircut was completed on the streets of London.
While the Mayor of London, Sadiq Khan is yet to comment on the boost to tourism the event inevitably brought to the capital, McDonald has shared his own insight.
"After two days of being cajoled to join the Vivid Toy Group 'short hair team,' I decided to do it if I could raise a significant amount for The Silverlining Charity.
"I would like to thank everyone from the toy industry who donated and helped raise over £1600."
Donations can now be made here.
If you are planning a fund raising event for 2018 and would like to spread the message and drum up support, drop ToyNews a line and promote your efforts to the industry.