Snowdogs Discover Birmingham Trail To Enchant Christmas Visitors to City Centre

09 November 2023

• 10 colourful Snowdog sculptures across central Birmingham

• All decorated by local and national professional artists

• Trail to support Birmingham Children’s Hospital Charity

• Prizes up for grabs for families who follow the city centre trail

Visitors are invited to pup into Birmingham city centre this Christmas to explore a beautiful free family trail featuring ten festive Snowdogs.

Snowdogs Discover Birmingham is Central BID’s annual Christmas trail, in partnership with Colmore BID, Southside BID, Westside BID and Frankfurt Christmas Market. The trail has been created by Wild in Art, who created previous years’ Penguin Parade and Walking with the Snowman.

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™. In the heart-warming story, a young boy builds a snowman and creates a Snowdog with the remaining snow. At midnight both of his creations magically come to life and they embark on an enchanting adventure.

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.

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.

Families who share their Snowdog snaps also stand a chance of winning £50 weekly city centre shopping vouchers if they hashtag their images #SnowdogsBrum and follow and tag the @shoppinginbham Instagram account. 

Christmas shopping options for 2023 include high street favourites such as Primark, Selfridges, a brand new M&S at Bullring and unique independents in festively decorated arcades.

Sam Watson, Chair of Central BID, said: “Families travel from across the Midlands to enjoy your 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.”

Kate O’Callaghan, Project Manager at Wild in Art, said: “We’re really excited to be continuing our ongoing partnership with Penguin Random House Children by bringing our Snowdogs to Birmingham. Visitors to the City will discover the magic of the trail and see how the artists have brought Raymond Briggs’ iconic character to life.”

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