Marvin's Magic has taken up residence on Regent Street this month, with a window display at Hamelys.
The window display features holographic gloved hands performing magic tricks designed to bring in consumers who can then experience the magic live and close-up within the store.
More than 30 years ago, Marvin’s Magic launched its first magic department within Hamleys London store and its magic sets are consistently amongst the store's bestsellers.
“We are proud of our magical partnership with Hamleys, inspiring and encouraging the next generation of magicians through excellence in magic," said Marvin Berglas, award winning magician and creator of Marvin’s Magic.
"It is always good to see that we are still bringing magical smiles and wide eyed amazement to children and adults alike. We can’t give away any secrets but our captivating window display at Hamleys will certainly give passers-by a real treat and if they’re lucky, they may even see me lose my head."
The Marvin's Magic display is at Hamleys of Regent Street until the end of October.