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)

In this handout image provided by Ogilvy, a burger made from cultured beef, which has been developed by Professor Mark Post of Maastricht University in the Netherlands (pictured) is shown to the media during a press conference on August 5, 2013 in London, England. The in-vitro burger, cultured from cattle stem cells, the first example of what its creator says could provide an answer to global food shortages and help combat climate change, was fried in a pan and tasted by two volunteers. The burger is the result of years of research by Dutch scientist Mark Post, a vascular biologist at the University of Maastricht, who is working to show how meat grown in petri dishes might one day be a true alternative to meat from livestock.The meat in the burger has been made by knitting together around 20,000 strands of protein that has been cultured from cattle stem cells in Post's lab. (Photo by David Parry)

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)

Two rare ceramic heads from a series by Japanese ceramicist Takahiro Kondo are displayed at the “Masterpiece London” Auction on June 29, 2011 in London, England. The second “Masterpieces London” sale is currently underway at The Royal Hospital Chelsea, showcasing fine and decorative arts, jewellery, classic cars, fine wines and sculpture from over 30 dealers. The event takes place from June 30 – July 5, 2011. (Photo by Dan Kitwood/Getty Images)

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)

In this handout image supplied by the Olympic Delivery Authority, workers carryout the installation of artist Monica Bonvicini's “RUN” sculpture in the plaza of the London 2012 Handball Arena at the Olympic Park on January 12, 2012 in London, England. (Photo by Olympic Delivery Authority via Getty Images)