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Emergency crews were called and arrived at the shopping centre at 4pm
The boy, who has not been named, was in Topshop in the Oracle shopping centre in Reading, Berkshire, when the tragedy unfolded.
Eyewitnesses said that he pulled down a barrier in the fashion store, causing the furniture to crash down onto his head.
Emergency services were called and arrived at the shopping centre at 4pm.
They discovered the boy lying unconscious on the floor with a serious injury to his head.
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Paramedics treated him in the shopping centre.
He was then rushed to Royal Berkshire Hospital but was pronounced dead just an hour later.
Thames Valley Police said: “We were called by the South Central Ambulance Service at around 4.15pm this afternoon to a retail store at the Oracle shopping centre, Reading.
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Ambulance crews discovered the boy lying, unconscious on the floor with a serious injury to his head
“On attendance they found that a 10-year-old boy had suffered serious head injuries after an incident involving store furniture.
“The boy was taken to the Royal Berkshire Hospital where sadly he was pronounced dead. His next of kin have been informed.
“At this time the death is being treated as unexplained but non-suspicious and police are making further inquiries.”
The Oracle Reading
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The boy, who has not been named, was in Topshop in the Oracle shopping centre
The boy’s next of kin has been informed, while an investigation into the incident will take place.
It is unlikely that he will be named until after the inquest.
Three ambulances and two officers in a rapid response vehicle were sent to the scene, according to South Central Ambulance.
The shop was then cordoned off to customers to ensure that everyone stayed safe.
A spokesman for The Oracle said: “We can confirm an incident took place within a retail unit at the centre this afternoon, resulting in the injury of a child.
“Staff supported the emergency services and the child has now been taken to hospital for further treatment.”
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