As Bumpeez launch in 40,000 shops across the UK and Ireland today, Hamleys is supporting the brand with an in-store event featuring Bumpeez inventor and the original Bumpeez master Jeroen Menting, who will be demonstrating the product.
Bumpeez prizes will also be given away every hour on the hour between 11am and 5pm.
Menting said: “B Day has finally arrived. After many months of hard work we’re thrilled to be celebrating the launch of Bumpeez.
"The UK is crying out for a new collectable craze and the combination of an excellent innovative product, outstanding retail distribution and unprecedented marketing and PR will ensure that Bumpeez is the product that all kids want."
Parent company, Glow Europe expects Bumpeez to be distributed globally by the end of 2012. Even before the UK launch, the firm has been approached by distributors from across the world.