Magic trail enchants Ironbridge businesses

A new family trail launched in Ironbridge is bringing animated characters to life for six businesses in the town. Supported by Telford & Wrekin Council’s Pride in Our High Street programme, the trail was created by award-winning animator Leo Wright.

The trail features characters Billy the Wolf and Richmond the Pig, from Wright’s animated film ‘The Big Bad Wolf’. Wright, a graduate of the Aardman Academy, created the film which was made at the Bristol home of Wallace & Gromit.

The animated duo now appear as part of an interactive trail around Ironbridge, with each character designed to fit the business they are outside. Participating shops include Ironbridge Book Shop, Tails from the Gorge, Ironbridge Sweet Shop, Toy Box, Darlington’s of Ironbridge and Copper Fox and Woodland Tea Rooms.

Children taking part can collect a map and get stamps from each shop where they find the characters. A short video produced by Leo Wright also brings the characters to life.

Councillor Ollie Vickers, Cabinet Member for the Economy at Telford & Wrekin Council, said the trail is “fantastic news” for the businesses and will increase footfall.

Leo Wright said it was a “true honour” for his characters to come to the World Heritage site. He added that the trail will support local businesses and “bring joy and entertainment to the young and young at heart for many years to come”.