With footfall slumping in London’s West End as consumers avoid potential Olympic chaos, John Lewis Oxford Street is pulling out all the stops to entice shoppers to the store.

Peter Andre at John Lewis Oxford Street

Enter: Peter Andre. The Insania singer went behind the till at the retailer’s toy department this week, giving those not interested in the Olympic swimming another set of pecs to gawp at.

Either that or the royalties from Mysterious Girl have finally dried up.