Londonist trundled past Hamleys on the bus this morning and sneaked a look at the huge, new Star Wars window display which features a genuinely frightening, lifesize Darth Vader (if anyone can snap a picture of that before we do, please send it in).
If they're actually trying to get kids to come into the shop they're going the wrong way about it, but we like it.
This coming Saturday, if you want to brave the crowds, you can get down to "the most magical toy store on earth" and meet a few Stormtroopers in person and do your bit for charity in the process:
To celebrate the release of Revenge of the Sith and the arrival of the new Star Wars toys, Hamleys will be the scene of an invasion by Storm Troopers. Come and have your photo taken with the Storm Troopers in return for a donation to Children in Need.
And on 30 April, the original, West Country Vader, Dave Prowse will be visiting the shop:
The Storm Troopers will be joined by David Prowse as Darth Vader who will be in the store from 10am. Come along dressed as your favourite Star Wars character and you could win a life-size Darth Vader cut out autographed by David Prowse or a signed Darth Vader mask. Customers buying the new Star Wars toys are in for a special treat: Hamleys, Regent Street will be giving away a small number of exclusive, limited edition Star Wars coins.
Of course, all this is designed to get you in the shop and spending your hard-earned on toys...and who are we to disagree?
Can the brave Wookiees in their Wookiee flyer help the Jedi Knights regain control of the galaxy, or will the Corporate Alliance Droid triumph?
It's the question everyone's asking, and now you can answer it with the new Wookie Attack toy, yours for just £29.99.
And what about Energy Beam Blasters which are basically silly string shooting guns? They're going straight on our birthday wish list.
And in related Star Wars merchandising news: check out the Lego Star Wars computer game and, of course, the instant classic that is Darth Tater (be sure to click on the customer photos and videos links at the bottom of the page).