Bon Jovi star Tico Torres was banging the drum for his side project as he showed off products from his luxury children's brand.
The long-time drummer from the band posed with items from the latest collection in his Rock Star Baby line, which includes clothing, furniture and even an expensive electric car.
Torres is in London ahead of his performance with the band at the British Summer Time festival in Hyde Park on Friday.
He showed off the new collection, including the child-sized car which costs £19,500, outside the Savoy Hotel.
Torres said he had to run everything past a style guru - his nine-year-old son Hector.
"He tells me what's cool and what he doesn't like. When I'm going over ideas, I run it past him and I value his opinion. When he likes something, I know it's pretty hip then.
"I appreciate his view. There have been items I've taken out because he said he doesn't like it. He's got good taste. He's pretty critical - he tells me not to wear certain glasses."
Speaking about his brand, Torres said: "I found that there was a need for cool clothes for kids. My slogan is 'every baby is a star', so I treat every baby like a star.
"It's clothes made for babies - the seaming, the stitching and material is made for babies. Everything is taken into account for babies and children."