Video and photo gallery: Santa swaps reindeer for dragons at Norwich festive parade

Spectators enjoying the Santa Parade. Picture: DENISE BRADLEY (Image: Copyright: Archant 2014)

The fire-breathing beast led Father Christmas to Jarrold department store in Norwich, at the head of a fun festive parade on Sunday.

Children's charity Break loaned the red GoGo Dragon to Santa ahead of a sculpture trail next year - to follow the success of the GoGo Gorillas in 2013.

And as the procession of dancing elves and beaming youngsters with helium balloons set out from the Forum, it drew a few puzzled looks from shoppers.

Carole Slaughter, of Jarrolds, said: 'Santa asked for help to speed him on his way to us this year - so he arrived on a GoGo Dragon sleigh.

The Jarrolds' elves at the Santa Parade. Picture: DENISE BRADLEY (Image: Copyright: Archant 2014)

'We were delighted to have a GoGo Dragon helping us this year on behalf of the Break charity.'

The annual parade, which encouraged people to visit the city centre, culminated in a Christmas performance outside the London Street store.

Crowds enjoyed songs from the Mixed Voice Choir, elves did a merry dance and children were handed free balloons.

A friendly festive dragon, that joined the GoGo Dragon sculpture, also handed out special festive biscuits and lucky crackers.

The parade began at the Forum on Sunday morning, as Norwich became busy with people doing their Christmas shopping.

Martin Green, from Break, said: 'We were delighted to work with Jarrolds in helping Father Christmas make a special entrance.

'Break, the charity that brought gorillas to Norwich 2013, is excited to introduce GoGo Dragons! - the new sculpture for 2015.

'The red dragon made a good focal point, pulling Father Christmas through the streets of Norwich.'

The Break charity provides children's homes for looked after children and disabled youngsters.