A woman uses the Aurasma app on an iPad which displays a virtual 3D animation of a Thundercat character which her colleague pretends to fight at the 2012 London Toy Fair at Olympia Exhibition Centre on January 24, 2012 in London, England. The annual fair, which is organised by the British Toy and Hobby Association, brings together toy manufacturers with retailers from around the world. (Photo by Oli Scarff/Getty Images)

Runners warm up during the Team Pants And Bra photcall at City Hall on January 26, 2012 in London, England. Team Pants and Bra sprinted through central London this morning, encouraging fellow runners to join TeamPB and proudly wear pants and bras for the Virgin London Marathon in April, representing The Prostate Cancer Charity and Breast Cancer Care. (Photo by Ian Gavan/Getty Images for Prostate Cancer)

A model backstage before the Issa London runway show at London Fashion Week Spring/Summer 2012 on September 17, 2011 in London, England. (Photo by Tim Whitby/Getty Images)

A model presents a creation at the Sophia Webster presentation during London Fashion Week in London, Britain February 20, 2017. (Photo by Neil Hall/Reuters)

A model presents a creation during the Vivienne Westwood catwalk show at London Fashion Week Women's A/W19 in London, Britain February 17, 2019. (Photo by Henry Nicholls/Reuters)

Model mum Valeria Garcia walks Marta Jakubowski's SS19 show wearing world first silent wearable breast pump: Elvie Pump at BFC Show Space on September 14, 2018 in London, England. (Photo by Eamonn M. McCormack/Getty Images for Elvie)

An animatronic polar bear visits the London Underground on January 23, 2015, to mark the launch of Fortitude, Sky Atlantic&Otilde's new drama starring Stanley Tucci, Michael Gambon and Christopher Ecclestone, which premieres on Thursday 29th January at 9pm. A team of 19 Hollywood prop specialists spent six weeks designing and building the realistic replica animal with six to eight people working on the costume at any one time, using over 60 different materials. (Photo by David Parry/PA Wire)

A runner in fancy dress participates in the Virgin London Marathon 2013 on April 21, 2013 in London, England. (Photo by Tom Dulat/Getty Images)