Birmingham city centre has been taken over by a pack of festive snowdogs 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, the ‘Snowdogs Discover Birmingham’ trail follows on from the huge success of last year’s Penguin Parade which proved a festive hit with families.  

Take a wintry walk with the Snowdogs in Birmingham between Wednesday, November 8 and Thursday January 4th and enjoy a festive sculpture trail inspired by The Snowman™ and The Snowdog -  the animated sequel to the late Raymond Briggs’ timeless picture book The Snowman™. 

The ten festive painted Snowdog sculptures will be on display around the city centre alongside the Frankfurt Christmas Market, Christmas in Cathedral Square, Ice Skate and Big Wheel. Follow the trail and you’ll be able to spot the Snowdogs across at locations including Bullring & Grand Central, The Mailbox, Great Western Arcade and Piccadilly Arcade.  

Visitors can discover the Snowdogs by picking up a Christmas in Birmingham map from city centre stores, coffee shops, Library of Birmingham, Bullring customer services and all of the Christmas attractions. They’re also available in the Fundraising Hub near the main entrance of the Children’s Hospital. 

Each Snowdog sculpture has been decorated by artists inspired by the wonderful feeling of Christmas and will help to raise funds for Birmingham Children’s Hospital Charity. Families can follow the ten-letter Children’s Hospital challenge to be in with a chance of winning a £100 city centre dining voucher, courtesy of Birmingham Children’s Hospital Charity. Simply find a letter on the bottom of each statue, collect all letters and unscramble them to reveal a word, which you can enter at 

Sam Watson, Chair of Central BID, said: “Families travel from across the Midlands to enjoy our annual Christmas trails and support Birmingham Children’s Hospital Charity through donations.  

“This year’s Snowdogs trail will be just as special 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 fabulous place to be this Christmas.”  

Miranda Williams, head of public fundraising for Birmingham Children’s Hospital Charity, said: “The Snowdogs trail is a must-do with the kids this Christmas and we’re so grateful to Central BID for supporting us in this special way 

“If you want to feel extra festive as you're doing your Christmas shopping this year, we encourage you to come into the city centre and follow the trail to find all 10 Snowdogs. And, as you do, keep an eye out for the hidden letter on the base of each statue. Unscramble the 10-letter word and share your answer with us at and you'll be in with a chance of winning a £100 dining voucher.” 

Learn more about the Snowdogs trail here.