Historic London’s toy store Hamleys has launched its own interactive attraction based on the London Underground on the lower floor of its Regent Street store.

The attraction opened earlier this week, featuring an interactive tube station area and a 1970s train driver's cab, thanks to a partnership between the store and the London Transport Museum.

As well as the two main features, the attraction plays hosts to transport related games, a Nerf tunnel target board and in-store entertainment.

"We are delighted to be the only place in London where families can enjoy the experience of being in the driver's cab of an underground train, making a trip to Hamleys all the more exciting,” says Ralph Cunningham, retail and brand director of Hamleys.

"We look forward to continuing our strong relationship with the London Transport Museum."

Hamleys posted total sales of £31.3m in the nine weeks to December 2012 and opened up 10 international outlets in 2013.