The colourful Noddy Holder sculpture, made of more than 43,000 Lego bricks, will sit pride of place in the store, with the hope that generous shoppers stopping for a selfie will donate to Birmingham Children’s Hospital Charity’s 2020 Christmas Appeal.

This Christmas, Birmingham Children’s Hospital Charity is making it its mission to ensure that all of its patients, who are too poorly to be at home, can still make precious memories with their families that will last a lifetime.

The colourful Noddy Holder LEGO sculpture was commissioned by Retail BID Birmingham, the Business Improvement District for the city centre retail area, back in 2018.

After making its first appearance in New Street Station, it then moved to a new home in The Alexandra Theatre, where commuters and patrons alike helped to raise thousands of pounds to support the 90,000 sick kids Birmingham Children’s Hospital sees every year, and it’s hoped Christmas shoppers will help do the same at Selfridges.

Luke Manley, from Birmingham Children’s Hospital Charity, said: “We’re thrilled that the Noddy Holder Lego statue will be making another outing for us this Christmas, and can’t thank Retail BID and Selfridges Birmingham enough for finding Lego Noddy a home.

“Noddy is a local legend who is synonymous with Christmas and this iconic LEGO statue is sure to put a smile on everyone’s face and spread some festive cheer. Christmas is also a time for giving, so I’d urge shoppers to stop and think about the young patients in our hospital this Christmas, and to consider making a donation to help us make it a magical time for them.”

Sam Watson, Chair, Retail BID Birmingham and General Manager, Selfridges Birmingham, said: “With the Lego Noddy Holder sculpture proving to be a popular attraction while on display at New Street station and then at The Alexandra Theatre, I’m so pleased he can now raise a smile for Selfridges shoppers this Christmas, as we reopen at the end of a difficult year.

“I hope Noddy’s fans will dig deep and support the work of Birmingham Children’s Hospital by helping to fund the vital work they do for families across the Midlands.”

Noddy Holder, who is best known for fronting the chart-topping band Slade and singing their Christmas anthem Merry Xmas Everybody, said: “I’m proud to say there is a life size statue of me made of LEGO. It is standing in Selfridges this festive period, and hopefully it can raise a smile and help raise much needed funds for Birmingham Children’s Hospital Charity. Let’s hope everyone can have a “Stay Safe Merry Xmaaaaaassss!””