In a day and age when computer games and technology are so advanced, it might seem like more simple pleasures are a thing of times gone by. But, what if we told you that nestled in the heart of London is a quirky little place called Novelty Automation filled with simple arcade machines but with a twist of dark humour? A sort of Tim-Burton-esque seaside-style attraction, if you will. In this post, we take a look at Novelty Automation, so you can decide whether it should be added to your list of places to visit in London with your family.
What is Novelty Automation?
Novelty Automation is a unique arcade and museum located in Holborn, London. Housed in a building with a mock Tudor facade that was once a tavern, Novelty Automation is just five minutes’ walk from Holborn tube station. The relatively small ground floor space showcases the eccentric mechanical creations of Tim Hunkin, a British cartoonist, engineer, and inventor.
Tim Hunkin’s journey into machine-making began in the 1980s. His first creation, ‘The Chiropodist’ (a feature of Novelty Automation) features a hole for visitors to insert their foot for treatment. It proved surprisingly popular.
After launching ‘The Under The Pier Show’ seaside arcade in Southwold in 2001 with hopes of reinventing amusement arcades, Hunkin established Novelty Automation as part of London’s tradition of unique entertainments and irreverent humour.
Novelty Automation operates as both a working arcade where you can pay to play the machines and a museum preserving these unique mechanical artworks. It’s become something of a cult destination for those seeking a unique alternative to London’s more conventional attractions.
What do the machines do at Novelty Automation?
Unlike traditional arcade games, these machines often parody everyday experiences. So, for example, the school run. The Two Ton School Run machine invites you to drive an SUV up the road towards a school. On the first try it advises you to try and miss the obstacles, on the second it suggests trying to hit as many pedestrians and road-users as you can, flattening them as you go, resulting in a big cheer at the end from the school children who come out to see the havoc you have caused with your huge car!
Other games include a two-player game of Cycle Pong that you play using bikes (pedalling furiously forwards or backwards to control your paddle), a Divorce machine where you try to ‘win’ in a case of divorce by furiously winding your handle and taking advantage of surges of rage, and a fulfilment centre game which challenges you to control an Amazon warehouse worker and to ‘pick’ various items by shuffling on pedals.
Some machines are designed for two people but these are in the minority, most are for one person – but you can watch the participant take part in almost all of them and it can be as fun to watch someone else experience the machines as to take part yourself.
Although there will probably be something to find here for all ages (even if it is just watching the machines do things), the machines and the humour to be found in them is probably best suited to and appreciated by those ages 10+.
How much does it cost to try out the machines at Novelty Automation?
It is free to go in Novelty Automation and take a look around, but if you want to play on the machines then you will need to buy tokens.
As at July 2025, tokens cost:
10 tokens – £10;
5 tokens – £6 ; and
35 tokens (which should get you a go on everything) – £28.
Most machines cost either one or two tokens – the simplest costing one token, those that are more involved costing two. The most expensive is the three token Expressive Photobooth, but in addition to the experience of this machine, you do also get to take home the resulting printed photograph as a souvenir (in our experience it was well worth it and led to a nice little connection with the Dutch couple who went after us).
Although small, Novelty Automation offers a unique throwback to a simpler time and a unique way to pass some time in London. Being slightly located off the tourist trail in a back street in Holborn, this is still very much a hidden gem, although do note that due to it being small it can get busy at certain times.
Novelty Automation is really conveniently located for public transport (Holborn station is just a five minute walk away) and even though it is slightly off the beaten track, it is still relatively close to some major family-friendly attractions!
Novelty Automation is just a 12 minute walk from the British Museum and a 7 minute walk from Coram’s Fields. So it is the ideal place to visit in combination with other activities. Expect to spend around half an hour here if you visit.
Have you visited Novelty Automation with kids? Tell us about your visit in the comments!
