Christmas is heading to Swindon Designer Outlet, with a new Santa experience, festive entertainment, a Christmas light switch-on and opportunities to support local charities all planned for the coming weeks.
Frasers Plus Designer Outlet Swindon has revealed its festive programme for November and December, with the arrival of Toy Town set to be one of the main attractions for families.
The new experience will see part of the shopping centre transformed into an oversized enchanted toybox, where children can meet Santa, enjoy interactive entertainment and take home a handmade Christmas decoration.
And while the experience is being promoted as free to attend, a £2.50 per person booking fee will apply, with the money donated to children’s hospice charity Julia’s House.
Santa’s Toy Town opens on 5 December
Toy Town will open on Saturday 5 December, taking over The Heart area of the Designer Outlet, opposite Haribo.
Rather than a traditional Santa’s grotto, families will step inside a colourful toy-themed setting where some of Father Christmas’s favourite characters will be waiting to welcome them.
Each visit will last up to 25 minutes, with groups of no more than 20 people entering at half-hourly intervals.
During their visit, children will be able to listen to a festive story told by the Jack-in-the-Box, join the Wind-Up Dolls for a Christmas dance and decorate their own train-themed Christmas tree ornament to take home.
Every child will also have an individual opportunity to meet Santa.
The sessions have been designed to allow families to enjoy the activities without large crowds gathering inside the attraction at once.
Dedicated SEND sessions will be available as the first session each day, providing a quieter environment for children who may benefit from a more relaxed experience.
When can families visit Toy Town?
Toy Town dates – December 2026
| Saturday 5 – Sunday 6 | Opening weekend |
| Saturday 12 – Sunday 13 | Second weekend |
| Saturday 19 – Sunday 20 | Third weekend |
| Monday 21 – Thursday 24 | Daily sessions |
Booking fee per person £2.50 which is donated to Julia’s House.
Christmas lights switch-on planned for 12 November
Before Toy Town opens, the Designer Outlet will begin its festive celebrations with its Christmas lights switch-on on Thursday 12 November.
Entertainment will run from 3pm until 7pm, with the Christmas lights officially switched on at 5.30pm.
Visitors can expect performances from musical duo Billy & Louie, alongside appearances from Jack and the Dame from Jack and the Beanstalk.
Santa and Mrs Claus will also be making their way around the centre, while face painting and other entertainment will be available for younger visitors.
The event will mark the start of the outlet’s Christmas celebrations ahead of the busier December shopping period.
Christmas Toy Appeal returns for fourth year
The Designer Outlet will once again be supporting the Swindon Christmas Toy Appeal, encouraging shoppers to pick up an additional present for a child who might otherwise go without this Christmas.
A dedicated donation station will be available for visitors wishing to contribute a new toy.
The partnership is now entering its fourth year, with the centre continuing to support the appeal alongside its other festive activities.
Children will also be able to post their Christmas wish lists in a special letterbox, with letters heading directly to Santa.
Centre Manager hopes families will make a day of it
Sean Castle, Centre Manager at Frasers Plus Designer Outlet Swindon, said the new Toy Town attraction had been created to give families something different to enjoy this Christmas.
“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.”
Late-night Christmas shopping throughout December
For those planning to get their Christmas shopping done while visiting, the outlet will also be extending its opening hours from Thursday 3 December.
Thursday and Friday opening hours will run from 10am until 9pm, while Saturday shopping will be extended from 9am until 8pm.
The centre is home to a wide selection of fashion, sportswear and gift retailers, including Nike, adidas, Lacoste, Belstaff and Sweaty Betty.
Those looking for Christmas presents will also find John Lewis Home Outlet, Rituals, The Cosmetics Company Store, The Perfume Shop and Swarovski, alongside Ravensburger and Smiggle for children’s gifts.
Yankee Candle and The Gift Company are among the other retailers offering seasonal gifts and stocking fillers.
With food and drink outlets also available, families will be able to combine a visit to Santa with some Christmas shopping.
How to book Santa’s Toy Town
Bookings for Toy Town are now open, with families able to reserve places for the December sessions.
Although there is no separate admission charge, the £2.50 per person booking fee applies to visitors and will support the work of Julia’s House, which provides care for children with life-limiting conditions and support for their families.
The first session each day will be reserved for families attending the quieter SEND experience.
Further information, session availability and bookings can be found on the official Toy Town booking page
