Brum’s Christmas Reindeer Trail To Thrill Visitors In Birmingham City Centre

Santa’s nine reindeer visited Birmingham as part of a magical sculpture trail in December 2024, brought to the city centre by our friends at Central BID, in partnership with arts trail experts Wild in Art, which supported our sick kids.

Using a special map to locate all nine city centre locations, families could track down Dasher, Dancer, Prancer, Vixen, Comet, Cupid, Donner, Blitzen and, of course, Rudolph, for selfies and to support our patients at the same time.

The colourful reindeer were on display in locations such as Great Western Arcade, Piccadilly Arcade, Christmas in Cathedral Square Market, Selfridges, Grand Central, the Frankfurt Christmas Market, Ice Skate Birmingham, Corporation Street and at The Mailbox, until 6 January 2025.

We were proud to be one of four trail partners, along with Colmore BID, the Frankfurt Christmas Market, Hortons’ Estate and Ice Skate Birmingham, who each sponsored a reindeer. You could find our reindeer, Blitzen, in Grand Central.

Each reindeer plinth featured a QR code to enable families to donate and support the vital work that goes on inside our hospital and to help make Christmas magical for sick kids spending the festive period with us.

The reindeer were lovingly painted by artists from across the Midlands and Birmingham-based children’s author Ruth Millington wrote a magical story to go alongside the reindeer trail for families to download, while a special story booklet was produced for kids to read when they were in our hospital.

The story, called Brum’s Reindeer Rescue, featured colourful sketches of the reindeer across Birmingham city centre by talented illustrator Rachel Suzanne who studied at Birmingham City University.

The reindeer trail was designed and developed by Central BID, working alongside Wild in Art, with a new iconic Christmas sculpture design, unique to Birmingham.

Steve Hewlett, from Central BID Birmingham, said: “This completely new reindeer trail was very special, and we were excited to welcome thousands of visitors to the city centre to help Santa find his nine reindeer in time for Christmas. With thousands of new tree lights, festive markets, ice rink, big wheel, fabulous shopping and hospitality venues, Birmingham city centre is one of the best places in the country at Christmas time.”

Author Ruth Millington added: “I love seeing the city come alive through art trails, so was delighted to write a Birmingham-themed Christmas story featuring the reindeer, local landmarks and a well-loved legend. It was written for every child (and adult) who loves Christmas magic!”