A new shop has opened at the Swindon Designer Outlet.

On Monday morning, Marshall the Fire Dog from Paw Patrol welcomed the first customers into the Character.com unit which has been set up opposite the Slim Chickens restaurant in the Rodbourne retail village.

The store stocks backpacks, clothes, costumes, and other official merchandise for young fans of Disney, Paw Patrol, Bluey, Harry Potter, Minecraft, and other beloved characters and franchises.

While bringing their little ones for the meet-and-greet with Marshall, parents snapped up some opening day offers and had a look around the freshly redone space.

A spokesperson for the MacArthurGlen Designer Outlet said: "We are thrilled to announce the grand opening of Character.com, your new go-to store for all things character-themed!

"From space rangers, wizards, ponies, and princesses, Character.com has it all.

"To celebrate this fantastic opening, a very special guest [was] here to help.

"Discover a world of fun merchandise featuring your favourite characters."

A Character.com spokesperson added: "Our happy clothes inspire kids, and adults, to express themselves so that whenever you put on your Character.com clothes, you’re literally wearing a smile!

"Since 2009, we’ve grown to become one of the biggest retailers of character clothing out there, trusted by millions for our unrivalled range, great quality and unbeatable value for money."