About Magic Blog Amazon Pop Up 7 December 2018 Amazon UK created a special pop up experience in London’s Shoreditch High Street to bring to life the best of its Black Friday Sale and to celebrate the start of the Christmas shopping season. The Home of Black Friday returned for a second year, jam packed with even more entertainment and unique experiences and was open for 4 days around Black Friday (23 November). High Five! This year there was music from Professor Green and Sophie Ellis-Bextor, workshops, prizes, free hair styling and lots of gadgets and products to try, but most importantly for the children, Dermot O’Leary was there, reading from his latest children’s book ‘Toto the Ninja Cat and the Incredible Cheese Heist’. The children from Magic Breakfast's partner school St Monica’s, in nearby Hoxton, had a fantastic evening with their parents and teachers. Dermot read extracts from the book and signed copies for the children. They were so excited they didn’t want to let him go! In addition, the store got everyone smiling, even those just passing by. Special ‘smile capture’ technology in the store’s window gave £1 to Magic Breakfast for every smile ‘donated’. There were some fabulous cheesy grins and cheeky smiles and thousands of pounds were raised. Thank you so much to all at Amazon UK for spreading so much Christmas cheer.