Nigel Godfrey, from funder Retail Birmingham, said: “We were the first city centre in the UK to introduce this scheme citywide to include not only retailers but city attractions as well.

“We are delighted we are now able to incorporate main transport hubs such as New Street. Families visiting Birmingham will not only find a wide variety of attractions to occupy their children but will also have peace of mind.”

Childsafe director Richard Manville made it clear that shopping malls remained at the heart of the project. This summer Child Safe Zones is partnering 20th Century Fox to promote its school holidays release Ice Age 3 with competitions and branded Child Safe wristbands.

“With over 100 centres across the UK we do seem to have developed some ‘stickability’,” Manville said.