Jedward was deemed the 'perfect' launch partners for Cookie, the deluxe plush puppy from the FurReal Friends range.
The hardworking pair posed with the toy to a crowd of fans outside Hamleys, before retreating inside for an exclusive meet-and-greet with 100 competition winners.
"Jedward are fun and they’re a really great fit for the brand because they appeal to our target audience of youngsters aged four to nine." said Henry Foulds, PR and communications manager at Hasbro.
Henry Foulds of Hasbro with Jedward and Cookie
Hasbro promoted the competition, which focused on Cookie and meeting Jedward, through the national media, fan sites and parenting websites.
With this PR activity and a comprehensive campaign, Hasbro are positioning Cookie as a contender for top Christmas toy.
Speaking about the FurReal Friends hero product, Foulds said: "I think Cookie’s going to be one of the best toys this year. We’re expecting some really great volume on it.
"I think it will follow in the footsteps steps of the GoGo My Walkin’ Pup."
Since GoGo - one of the most popular toys last Christmas - Hasbro have updated the FurReal range with some new technologies. Cookie has a number of improved interactive features, with more life-like reactions to speech and stroking. The toy also has a softer plush exterior than previous FurReal pets.
Hasbro plan to work with the Jedward again in October, giving fans another chance to meet the twosome with a new competition.
Speaking about the toy, John (or was it Edward?) said: "Cookie’s so much better than normal dogs because they poop and wee and you don’t get any of those problems with Cookie."