Hamleys, the seven-storey toy emporium located at number 188-196, is the oldest resident on the street. It’s lived at this address since 1881, but the business goes even further back, starting life down the road in Holborn in 1760, making it the oldest toy shop in the world.
Far from crumbling into obscurity in the 21st century, this historic institution stands proudly on the east side of the street with giant red flags and a ceremony every morning with Hamley, the bear, where one lucky child gets to ring the opening bell of the store.