Who said that pillow fights were only for children?
In cities across the world, thousands have taken part in International Pillow Fight Day.
The so-called flash mobs were organised mostly via the internet.
And fundraising taking place on the fringes of the event, including the selling of souvenir pillows, will go to victims of the Japanese quake and tsunami.
Our correspondent in London, Ali Sheikholeslami, found he did not stand a chance when he tried to file a report.
Between the friendly bashes he received over the head, he said: “Social media, particularly Facebook, has been used to mobilise these pillow fighters to Trafalgar Square in London where a soft war is in progress. The proceeds of the after-parties will go to Japan.”
And just in case you are wondering: at the top of a list of rules handed out to participants, it clearly says soft pillows only … and no extra objects inside.