Parents pushing buggies flock to sit on a patchwork rubber mat, drawn like eager kids to a bouncy castle.
Peals of giggles ring out and oodles of mesmerised 'oohs' and 'aahs' greet a weekly Hartbeeps multi-sensory development class.
But something is missing amid this 20-strong gaggle of tiny tots in arms, crawling infants and boisterous toddlers – tears.
There isn't a trembling lip nor a screaming tantrum – signifying a formula that works for mum-of-one Jacqui Hart, who brought it to Scotland after witnessing the effect of Hartbeeps on her one-year-old, Lewis.
"It's all designed around getting involved," said Jacqui, 32. "It's encouraging a child to enter into their world of imagination – and through play is how they learn."
Former HR team manager Jacqui had been looking for an opportunity to give her a better work-life balance.
The East Kilbride mum enjoyed attending baby bonding classes, and so travelled to Watford, in Hertfordshire, to experience the Hartbeeps early years franchise first-hand.
"I took Lewis into a class and I could see how well he responded," she said.
"The music is completely different – it's all contemporary and there's a bit of pop music, rock, rap and rave."
Jacqui was won over and launched Hartbeeps in Scotland on April 30.
It has paid-for classes at Stamperland Community Hall in Clarkston, Daisy Park Centre in Motherwell and at Hillhead Bookclub on Vini-combe Street, off Byres Road.
New classes will begin next month in Coatbridge and East Kilbride – with all private classes split into developmental stages – while there is a free monthly class at Silverburn shopping centre.
St Enoch Centre, in Glasgow, has commissioned Jacqui to provide free classes for customers since June.
It proved to be so popular – more than 130 parents have so far reserved places – that there are now two sessions on Wednesday mornings, taking over the mezzanine outside Hamleys.
The hour-long class is a gentle assault on little senses – full of bubble machines, knitted sock puppets, fluttering feathers, plastic cupcakes and primary-coloured shower puffs.
Participation is key: all carers and their kids don cat ear headbands or rubber duck-shaped bathing caps to join in with the songs and games. They imitate the actions of session leader Kat Muir by clapping, waving and singing along to nursery rhyme-inspired songs.
Five Little Ducks, 1-2-3-4-5, Row Row Row Your Boat and Rock-a-bye Baby elicit happy smiles and impromptu dancing.
"I didn't realise how clever children are," says Kat, 22, a graduate in musical theatre from Motherwell College, who recently made it to the final of the Evening Times' Star Turn talent search.
THE following week they'll know the songs and you think 'you must have been practising'."
David Ritchie is one of the regular dads in attendance. The 37-year-old baker, from Knightswood, alternates bringing eight-month-old son James Henry to Hartbeeps with a baby group in Anniesland.
He said: "The wee man loves it."
First-time participant Angela Weir, 19, from Hamilton, was surprised by how swiftly 16-month-old son, Dylan Crute, immersed himself in the action.
The student nurse said: "He got into it – he was clapping and dancing. This is the first thing I've taken him – I'm off uni and was looking for something to do."
Amanda McCroary, 36, from Tollcross, heard about the class from chatting to a fellow mum on the bus.
Her son, Oliver Hannah, is one of the youngest tots at just 13 weeks old, but is already following in the footsteps of sister, Ebony, 6, who attended Bounce 'n' Rhyme Time at Springburn Library.
Amanda said: "He knows when he's coming now because he wakes up when he hears the music. He likes the different sounds, especially the little ducks – we sing that in the bath."
Hartbeeps isn't a sole venture for Jacqui Hart ... and the name is just a happy coincidence.
Having enlisted husband Ray, who works in financial services for Glasgow City Council, to travel with her to Watford in February, her parents minister Alex Gear and wife Gillian, also decided to go along.
"It was just myself who was going to be purchasing it – I wasn't going into partnership with anybody else," said Jacqui. "When my father saw how good it was, he asked if I was looking for a business partner and did I want my mum to join me.
I THOUGHT 'who better to come into business with me?' We love it."
Anne Ledgerwood, of the St Enoch Centre, said: "The response we've had from parents has been fantastic and shows that there is a real appetite among new parents who want to expand their social and support network while benefiting the development of their children."
l For details, email email@example.com or call 07508 025153. Places in the St Enoch Centre classes at 10.30am and 11.30am on Wednesdays should be reserved in advance.