The Broad Street Mall in Reading, England, said the Santa Claus was rappelling into the mall to entertain the children during Saturday afternoon's lights switch-on ceremony when his false beard became caught and he was left dangling 15 feet off the ground for about 30 minutes, the BBC reported Tuesday.
Stephanie Maynard, marketing manager at the mall, said the Santa was uninjured.
"He could have just taken his beard off and let himself down but he was such a professional and he didn't want to let the children down," she said. "He lost his footing as he came through the hole in the ceiling and there was a sudden jolt and he got caught in the clip on the rope. Some people were absolutely mortified while others thought it was the funniest thing ever. They had to let another rope down and get him down and there was such a roar from the crowd. Usually after the lights switch-on the center empties but there were so many people still there waiting to see if Father Christmas was going to get down."