THE Kingfisher Centre will be the first shopping centre in the West Midlands and one of the first in the UK to introduce a vital children's safety service this week.

The Child Safe Zone scheme, to be launched on Friday and Saturday, will ensure all children visiting the centre can be reunited with their parents in the shortest possible time if they become separated.

Registration with the scheme means a child's details are stored on a secure database at the centre and their details are forwarded to security guards and CCTV operators so staff know exactly who they are looking for.

And if the child is tagged with a Child Safe Zones Family ID, anyone finding him or her can access their parents' contact details immediately.

Those not registered can call the number on posters and window stickers around the centre and security staff will be available to help.

Centre director Ian McLelland said: "Child safety and visitor well-being are of the utmost importance and the Child Safe Zone scheme will help us to ensure all children visiting the centre are extra secure.

"The timing of this safety launch is perfect with Christmas coming up and extra crowds in the centre, making it easier to lose track of your little ones when shopping."

Child Safe Zones general manager Phil Dawson said: "The Kingfisher Centre is the third UK shopping centre to become a Child Safe Zone since our launch this summer.

"The adoption of our scheme will definitely make it an even safer place for families to shop and bring peace of mind to parents who know how hard it can be to keep a constant eye on wandering children."

Registration costs £10 per year but will be half-price on launch day.