Toytesters.tv has teamed up with five toy companies and Fun Kids Radio for a week-long toy testing experience in Hamleys.
Hosted by Nigel Clarke, Toytesters.tv has invited children to test toys in store, rate them, put forward ideas for new products in the range and suggest improvements. Key members of each of the toy companies marketing teams will be in Hamleys while the events are taking place and the cameras are rolling.
UK children's radio station Fun Kids has promoted the events online, on air and is running a competition where one listener will get win the opportunity to work with Nigel and the crew to be the Fun Kids reporter for one day.
Each day will feature key flagship products from different companies, and as well as toy testing, 20 children will win a product each day.
The week ahead looks like this:
Monday, August 11th - LEGO Friends
Tuesday, August 12th - Tamagotchi Friends
Wednesday, August 13th - Bladez Toyz
Thursday, August 14th - Barbie Colour Change Glam Bag
Friday, August 15th - BOOMco and Hot Wheels
"We're hugely excited about our Toy Testing week," said Gemma Gallagher, founder of Toytesters.tv. "Our company is all about children getting involved and giving their opinions on toys in the market place, and we're really pleased that toy companies are seeing the enormous benefits of our brand.
"Hamleys is an iconic store and is visited by thousands of people. This, coupled with our partnership with Fun Kids Radio, has extended our reach substantially. We're looking forward to these events, and more towards the end of the year."