A MAGICAL Christmas store has opened in Bracknell where pupils were treated to an enchanting story-telling session by Wish the Elf.

The first-ever Lapland UK store opened at The Lexicon today (November 13) with Cranbourne Primary School students getting to experience it for the first time.

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Hosted by Wish the Elf, the Lapland Store held an immersive story-telling session about how the beautiful elf is responsible for looking after children's Christmas wishes.

Mike Battle, who co-founded LaplandUK with his wife, Alison, says: “At LaplandUK we always try to tell a better story at Christmas so it was an emotional landmark moment for us to see our story and characters create a magical experience enjoyed by children in the middle of a town centre.”

The Wishing store is open until December 24 and is already proving popular with local families.

An Elven post box is also located in the store so children can post their Christmas wish list to Santa.

The Lexicon and LaplandUK will make six of these posted wishes come true, picking one a week from opening until Christmas.

Sue Boor, head of marketing at The Lexicon says:  “We are so delighted to be able to offer something so beautiful and unique for visitors to experience in the run-up to Christmas.

"Bookings for the story-telling sessions are proving a hot ticket for this Christmas.”