The Hildreds centre launched its child safe zone initiative at the centre in Lumley Road on Friday. It aims to reunite children with their guardians as soon as possible after being lost.

Centre manager Pete Roffe said: "We're very pleased to be able to add the child safe zones initiative to our portfolio of customer service.

"In reality very few children do become separated from their guardians at the Hildreds but, if that does happen, this scheme means we can reunite lost children quickly minimising the upset for everyone."

Posters are on show throughout the centre, displaying a direct number to the centre's security staff. If called the security staff will be able to instigate their search procedure.

Shoppers can also pick up a free colourful wristband onto which they can write their own mobile number.

Families should also look out for the child safe zone smiley orange balloon stickers on shop windows throughout the Hildreds, displaying the helpline number.

lInformation: www.hildredsshoppingcentre.co.uk