Birmingham city centre has been taken over by a trail of giant penguins this Christmas and we want you to find them all!

Funded and arranged by our friends at Central BID Birmingham, the local business improvement district, Brum’s Penguin Parade follows on from the huge success of last year’s Walking with the Snowman trail which proved a festive hit with families.

Fifteen specially designed penguin sculptures will be on display around the city centre from Wednesday November 9 2022, to Friday January 6 2023.

Look around and you’ll be able to spot them across the city centre at locations including Bullring & Grand Central, The Mailbox, Great Western Arcade, Piccadilly Arcade, in-store at Selfridges and Primark and at all city centre attractions including Christmas in Cathedral Square, Frankfurt Christmas Market and Ice Skate Birmingham.

Each penguin has been decorated by artists inspired by the wonderful feeling of Christmas and as well as being a magical way to get into the festive spirit the Penguin Parade will raise money for our charity. Each will have a QR code which can be scanned to make a donation.

Visitors can discover the penguins by picking up a map from city centre stores, coffee shops, Library of Birmingham, Bullring customer services and all of the Christmas attractions or downloading one from the Visit Birmingham website and then following a free walkable trail.

Brum’s Penguin Parade has been arranged and funded by Central BID working with Wild in Art.

Sam Watson, Chair of Central BID, said: “Families travelled from far and wide last year to enjoy our wonderful Snowman trail and support Birmingham Children’s Hospital Charity through donations.

“This year’s Penguin Parade will be even more magical and we’re looking forward to welcoming thousands of visitors to the city centre to enjoy the trail and our great shopping, dining and attractions which will make Birmingham city centre a special place to be this Christmas.”

Miranda Williams, head of public fundraising for Birmingham Children’s Hospital Charity, said: “The penguin trail is absolutely stunning and we’re so grateful to Central BID Birmingham for supporting us in this special way. 

"We would encourage everyone to come into the city centre and follow the trail to find all 15 festive, emperor penguins. And, as you do, if they bring a smile to your face please consider donating to make Christmas magical for the sick kids at our hospital who are too poorly to be at home. 

“There’s a QR code on every plinth or you can donate at Every penny will have a big impact.”

As well as city centre retailers offering some of the best Christmas shopping in the Midlands, visitors can enjoy the Frankfurt Christmas Market, Christmas in Cathedral Square, the Big Wheel and Ice Skate in Centenary Square as well as pantomimes and festive shows at the city’s theatres.

To add to the festive atmosphere Central BID has invested in new Christmas LED lights for Cannon Street and Lower Temple Street, plus Temple Row while all 29 trees in New Street will be up-lit with colour-changing lights.

Find out more about Christmas in Birmingham events and attractions at