Santa’s enchanted toybox, a festive trail, Christmas lights, charitable giving and late-night shopping bring plenty of reasons to visit this festive season
Frasers Plus Designer Outlet Swindon is set to bring a little extra magic to the festive season, with a packed programme of family-friendly experiences, Christmas shopping and charitable giving throughout November and December.
At the heart of this year’s celebrations is Toy Town: an oversized enchanted toybox filled with playful surprises, beloved festive characters and nostalgic Christmas charm.
From Saturday 5th December, families will be invited to step inside the magical toybox and meet Santa’s most trusted toys, who have been by his side for as long as anyone can remember. Toy Town will be open across three festive weekends – 5th – 6th, 12th – 13th and 19th – 20th December – before welcoming families daily from Monday 21st to Thursday 24th December.
Located in The Heart, opposite Haribo, the free to attend experience will give children and their grown-ups plenty of time to explore the colourful festive setting and enjoy the celebrations at their own pace.
Families will enter Toy Town in small, timed sessions, with groups of up to 20 guests welcomed every 30 minutes. Each session will last up to 25 minutes and include a magical story from the Jack-in-the-Box, a festive dance with the Wind-Up Dolls and a Christmas craft activity, where children can decorate their own train-themed tree ornament to take home as a keepsake.
At the heart of Toy Town, every child will also enjoy an individual meet and greet with Santa, creating a relaxed and memorable moment without feeling rushed.
Toy Town is free to attend, with bookings now open. A £2.50 booking fee per person will be donated to Julia’s House, helping the charity continue its vital work supporting local children and their families.
Dedicated SEND sessions will take place as the first session of every day, offering a quieter and more relaxed environment for children and families to enjoy Toy Town.
The festive programme will begin with Frasers Plus Designer Outlet Swindon’s Christmas light switch-on on Thursday 12th November, from 3pm – 7pm, bringing seasonal sparkle to the destination ahead of the busy Christmas shopping period. The lights will be switched on at 5.30pm, with performances from Billy & Louie, appearances from Jack and the Dame from Jack and the Beanstalk, roaming entertainment from Santa and Mrs Claus, and face painting for little ones to enjoy throughout the afternoon.
The outlet will once again support the Swindon Christmas Toy Appeal, with a donation station inviting visitors to give a new toy and help bring joy to local children this Christmas. Now in its fourth year, the partnership will sit alongside a special post box where little ones can send their letters directly to Santa.
Sean Castle, Centre Manager at Frasers Plus Designer Outlet Swindon, said: “We are really excited to welcome families to Toy Town this Christmas. From exploring Santa’s enchanted toybox and meeting his trusted toys, to having a special moment with Santa himself, the experience has been designed to create magical memories for children and their grown-ups.
“Toy Town is just one part of our wider festive programme. With our Christmas lights, festive trail, charitable initiatives and so many brilliant shopping and dining options to enjoy, we hope families will make a day of it at Frasers Plus Designer Outlet Swindon this Christmas.”
For festive fashion, shoppers can discover brands including Belstaff, Lacoste, Sweaty Betty, Nike and adidas, while John Lewis Home Outlet, Rituals, The Cosmetics Company Store and The Perfume Shop offer plenty of inspiration for thoughtful gifts, beauty treats and homeware.
Families can also find gifts for little ones at Ravensburger and Smiggle, while Swarovski, Yankee Candle and The Gift Company offer those all-important finishing touches, stocking fillers and something special for under the tree.
Whether it is a thoughtful present, a stocking filler or something special to wear on Christmas Day, visitors can enjoy great value across fashion, footwear, sportswear, homeware and gifting, before taking a well-earned break at one of the outlet’s food and drink options.
Extended festive opening hours will give visitors even more time to shop.
From Thursday 3rd December, Frasers Plus Designer Outlet Swindon will be open from 10am–9pm every Thursday and Friday, while Saturday opening hours will be extended from 9am–8pm.
For more information and to book Toy Town, visit https://frasersplus.com/destinations/swindon/whats-on/toy-town.
