London's most famous toy shop's plan to enthrall children with a Christmas themed live penguin and reindeer event has incurred the wrath of animal welfare campaigners.
Hamleys on London's Regent Street had advertised an in-store event featuring live penguin and reindeer as a Christmas treat for youngsters.
Outraged animal welfare experts branded the stunt irresponsible and said the world-famous company was treating the animals as 'living toys'.
Hundreds of animal lovers - many of whom joined a Facebook Group lambasting the store - bombarded the shop with protest emails, saying it was appalling that the creatures would be used as 'entertainment' in such a hot and busy environment.
Hamleys subsequently removed the advert for the event from their website, but a spokesperson said it was still going ahead.
UPDATE TO THIS STORY HERE
What do you think about this story?
Would you take your children to see live animals in-store?
Or are Hamleys wrong to do this?