The hidden stories of the famous London toy store, from its links to the royals to the vital role its owners played in the Second World War, and from battling bankruptcy to bringing in five million visitors every year. The programme reveals why traditional teddy bears still remain a favourite, and why magic played an important role in the store hundreds of years before Harry Potter came along. Former staff uncover the secrets of the shop floor, including how toy demonstrators try to capture the imagination and encourage people to part with their cash.