Thousands of smiling children and delighted toddlers are the story of Christmas and embracing them has been the aim of David Jones as new partners in the 2016 Lord Mayor's Christmas Parade.
King George Square has been packed with children, their parents, families and friends as the Christmas Parade runs through the Queen Street Mall into Albert Street and into King George Square each night.
David Jones general manager Rowena Derksen said they were delighted so many people came each night to see the parade.
"The parade is all about families coming out and spending time together," she said.
Libby Trickett and Lord Mayor Graham Quirk launch Brisbane's 2016 Lord Mayor's Christmas Parade.Credit: Glenn Hunt
"This is a first for David Jones.
"So it is a really exciting opportunity for us to get involved."
Lord Mayor Graham Quirk said children still made Christmas.
"Hundreds of thousands of families flock to the CBD every Christmas to witness the spectacle of the Christmas Parade, which lights up our city streets and the faces of children all along the parade route," Cr Quirk said.
The parade in 2016 has a blend of the old and the new, with LED bicycles, robots and astronauts sharing the spotlight with Santa, donkeys, camels, reindeers and dancers.
The Lord Mayor's Christmas Parade is staged until Christmas Eve on Saturday.
For more information, visit www.christmasinbrisbane.com.au