A ten-year-old boy has died after suffering serious head injuries in an "incident involving store furniture" in a Berkshire branch of Topshop.
The boy was rushed to the Royal Berkshire Hospital after the incident occurred at around 16:15 GMT at the Topshop store in the Oracle Shopping Centre, Reading.
Kaden Reddick was shopping during the half-term holidays when the display at the tills toppled over, causing catastrophic head injuries.
It is reported that the boy pulled on some type of barrier in the store, which crashed down on top of him.
Thames Valley Police said the boy's death was being treated as unexplained but non-suspicious.
Officers have been here all night and remain on site to continue their investigations.
A bunch of flowers was left by a passer-by against the shop's closed shutters.
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Reading Borough Council confirmed that it was investigating alongside the police but the Health and Safety Executive said it was not yet involved.
"Detectives are now working with the local authority and the store owners to gather all of the information on how this incident happened".
A date for a post-mortem examination was also yet to be set.
Topshop said its board and staff were "deeply saddened" by the "horrific" accident and that their thoughts are with the family.
'We are thoroughly investigating all the events surrounding this extremely sad situation'.
In 2013, Austen Harrison, four, was killed by a massive mirror falling on him as he shopped with his dad in Hugo Boss.