Apptoyz is showcasing its full range of products in the lower basement of Hamleys' Regent Street store.
The department will feature regular demonstrations of AppBlaster v2.0, AppSing, AppFishing, AppQuiz and AppDrive, allowing consumers to try out the full range of Apptoyz and app-related gadgets.
"We are delighted to be partnering with arguably the most famous toy store in the world," said Apptoyz general manager Peter Hawtin. "People of all ages are already enjoying playing with our innovative products."
Appytoyz combine all the technology of modern smartphones and media devices with physical toys to create a new gaming experience.
The company launched its first product, the AppBlaster, last July. Originally only for the iPhone and iPod Touch, Apptoyz are now compatible with Android smartphones, opening up the products to more of the mobile gamer market.