The Shires Shopping Centre in Trowbridge puts child safety at the top of its agenda. 

Child Safe at The Shires has got together with 20th Century Fox to distribute free limited edition Ice Age 3 wristbands to celebrate the movie release early in July.

Funky, bright, collectable wristbands are great for children to wear while shopping, at the beach or on days out at home and even abroad and these are available at dispensers throughout the store.

Jessica Winsall, marketing executive, 20th Century Fox, said: “Ice Age 3, Dawn of the Dinosaurs is a fun family movie and we’re delighted to be working with Child Safe at The Shires on this exciting project. We welcome their enthusiasm for family friendliness and hope the wristbands will be a great success."

In the film, Sid the sloth is taken captive by a thought-to-be-extinct T-Rex mummy, causing Manny  the mammoth and the rest of his oddball herd to set out to retrieve their friend – hence the connection with Child Safe.

As part of the international Child Safe programme, free wristbands are available at all times from dispensers in The Shires. Parents are able to write their mobile number on the wristbands so should they become separated from their child, anyone finding the youngster knows immediately who to call and they can be quickly re-united.

The Shires centre manager Steve Murray said: “What a great reason to pop into the centre this summer. We’re very pleased to be offering these exclusive wristbands – anything which encourages children to be safe is embraced by everyone here. Family safety is very important to us.”