Peter Rabbit has leapt into Manchester's Trafford Centre with a specially created Christmas grotto this festive season.
In a partnership between Intu Shopping Centre and Penguin Ventures, part of Penguin Random House, the grotto experience brings Beatrix Potter's creation to life for kids and families this season.
Peter Rabbit will lead visitors on an interactive woodland adventure in search of Father Christmas.
There will also be autism-friendly grotto experiences, featuring smaller groups of visitors, quieter music and specially trained elves, as well as signing sessions for those with hearing needs.
The grotto launched alongside the return of intu Trafford Centre’s Christmas parade on Saturday, November 17th, featuring famous children’s characters including PAW Patrol, PJ Masks and Shimmer and Shine.
The event drew crowds of visitors looking to see their favourite characters perform in two show-stopping parades and volunteers from the NSPCC also took part to raise money for the charity.
Roger Binks, customer experience director at intu, said: “Our shoppers turn to us every year for magical festive experiences like this that will make them and their families smile. They draw thousands of excited young families to the centre and our retailers’ stores every Christmas.
“Intu Trafford Centre is one of the UK’s most popular shopping destinations and these events provide all our partners with a fantastic platform to thrive among shoppers.”
Thomas Merrington, creative director of Penguin Ventures (part of Penguin Random House) said: “We are continually exploring new ways to bring Beatrix Potter’s characters to life and to offer families the chance to enjoy experiences together. intu have perfectly achieved this with the Peter Rabbit Christmas Grotto and we cannot wait for fans old and new to journey through this brilliant new Christmas experience at intu Trafford Centre.”
Deborah Sefton, community fundraising manager for the NSPCC, added: “We are thrilled that the intu Trafford Centre chose the NSPCC as the charity partner for the children’s parade.
“Our volunteers were at the centre on the day shining a light on the vital work of the NSPCC and selling our Christmas products. Every penny donated went towards helping us to protect children across the region.”