A six-year-old boy is in a critical condition in hospital after falling from an escalator in a Primark store.
The youngster, named in reports as Ryan Hooley from Beeston in Nottingham, is in an induced coma in the paediatric intensive care unit at the city's Queen's Medical Centre.
A spokesman for the hospital said he is in a critical but stable condition with his parents at his bedside.
It is believed that Ryan suffered serious head injuries after being involved in the accident in the Primark store on Long Row, Nottingham, at around 2pm on Wednesday, but the exact circumstances are unclear.
A spokesman for Nottingham City Council said it is investigating the incident.
He said: "We responded to reports that a young boy fell from the first floor to the ground floor of Primark on Long Row, Nottingham, on 24 October 2012. We understand the boy is being treated for serious head injuries at the Queen's Medical Centre and our thoughts are with him and his family at this anxious time.
"Where a serious accident takes place on retail premises it is the responsibility of the local council to investigate. Our health and safety officers attended the site with the police and are leading the health and safety investigation into the circumstances of the accident.
"At this stage, it is not possible to comment on the details of the investigation other than to say officers will be visiting the store, contacting witnesses and gathering evidence to establish if there are any health and safety concerns that could be linked to the accident, but at this time this is not known. As this is an open investigation unfortunately only this limited information can be provided at this time."
It is not the first time a child has been involved in an accident of a similar kind in the chain of high street clothing stores. In 2008 a three-year-old old girl, Evie Parry, plunged 100ft from an escalator in a Primark store in Liverpool city centre. She broke her left leg, left arm and suffered internal injuries when she fell from the second floor to the ground floor.
Evie, from Liverpool, was with her family in the Church Street store when the accident happened. She has since recovered from her injuries.