A BRAND new children’s stationery and toy shop opened in Swindon town centre on Friday.

Australian retailers Smiggle – where a smile meets a giggle – welcomed customers to the store which is located between Schuh and Footasylum in The Parade.

The comically named shop sells a range of different products from back to school essentials such as backpacks, pencil cases and stationery to DIY kits, toys, games and puzzles.

Shoppers gathered in numbers to witness the grand opening as their kids set about exploring the shop.

Karen Anderson, 34, from Liden, had brought along her son Rory, 8, to see what all the fuss was about.

She said: “It’s good to have something like this for the children. It looks really impressive and it will probably solve a lot of problems regarding birthday and Christmas presents.”

John Cheston, managing director of Smiggle, said: “Here at Smiggle we want to fulfil every child’s stationery dreams across the UK. Smiggle arriving in Swindon is another step towards making that possible.

"We’ve done our research and found that Swindon is a place to make stationery dreams become reality. We look forward to welcoming our Swindon fans in to store."