8:01min
Kids stream into the fantastical world of Mr Magorium’s toy shop. “That’s what happens,” confirms the operations manager Keane Herman. “When they open the doors, the kids rush in with eyes that big.”

8:29min
The shop has belonged to Magorium (Dustin Hoffman) for 113 years. “William Hamley started our shop 250 years ago,” sniff PR manager Charlotte.

9:20min
Magorium is a bona fide toy fanatic. “We have people like that,” says the floor manager Daniel King. “We have a bloke called Jim – he’s a fantastic chap, roly poly with an enormous beard,” continues Matthew Donald, a toy demonstrator. “When he goes on holiday, he goes to toy fairs,” Keane adds.

24:12min
The shop is overrun by a cascade of bouncing balls. “I wonder if they’ve done a risk assessment on that,” smiles Keane.

27:23min
“Is that our giraffe?” wonders Charlotte. “The film-makers have definitely been to Hamleys – squint and you could be there.”

35:14min
A boy called Eric tries to distract the store accountant (Jason Bateman) with a game of checkers. “You need to allow the kids to distract you,” Charlotte insists. “It’s the most enjoyable bit.” “That’s why we work here,” points out Daniel. “Unless they throw something at my head,” adds Keane.

40:36min
The balls explode. “I knew they should have done a risk assessment,” says Keane with a grin.

51:27min
The lights are turned off to reveal glowing stars on the ceiling. “I’ve got some of those in my bedroom!” exclaims Matthew.

59:38min
Eric works behind the counter. “I’m sure that’s child labour!” says Keane. “He’s a keen businessman, this Magorium,” he adds. “He doesn’t pay his taxes, doesn’t bother with health and safety, and runs his shop with one assistant, one kid and one accountant.”

61:24min
The accountant dons a jester’s hat and loosens up. “As soon as you dress up, it makes you act like a child,” agrees Daniel.

VERDICT

Our panel were impressed with the way the film conveyed children’s fascination with toys, and how the lives of the staff were intertwined with the shop. They were, however, surprised to see so few parents in the shop – in real life, the kids would have run amok.

Mr Magorium’s Wonder Emporium is out to buy and rent on DVD. Thanks to Hamleys (www.hamleys.com).

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