Failing to free himself after his stick-on beard got caught in the rope he was using to descend from the ceiling of a shopping mall in Texas, Santa Claus had to eventually rely on the heroic efforts of firemen.

Hanging 30 feet above from the ground inside the shopping mall, Santa had to be thrown a pair of scissors to cut his beard free from the rope but it only proved futile as Santa failed to extricate himself free from the rope.

Finally, mall authorities had to call in the fire brigade who led Santa down through a ladder.

The sight of Father Christmas hanging helpless was too much for the children who shed tears watching him struggle up-air.

The beleaguered Santa had been asked by the mall owner to scale down an 80-feet advertising board as the mall had no chimneys down from which he is known to make his descent.