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West Mercia Police have today issued a desperate appeal for the horrific attack at the discount store at the Shrub Hill Retail Park, Tallow Hill, Worcester.

Detectives have released CCTV of three men they would like to speak to following the incident on Saturday.

The three-year-old boy was taken to hospital where he is being treated for serious burns to his arm and face.

Chief Superintendent Mark Travis said they are treating the attack as “deliberate” – but said the motive was “unclear”.

Police have said anyone who recognises the three men in the pictures should contact them “as a matter of urgency”.

(Image: WEST MERCIA POLICE)

Chief Superintendent Mark Travis said: "At this time we are treating this as a deliberate attack on a three-year-old boy.

"The incident will rightly shock the local community and I would like to reassure local people that we are carrying out a thorough investigation to identify those responsible.”

Acid attacks have terrorised the UK street this year, with a spate of incidents linked to gang violence.

(Image: WEST MERICA POLICE)

He added: "At this time, the motive for the attack is unclear. Officers are working hard to establish exactly what happened and what the substance involved was.

"The three men in the photo may have information vital to our investigation.

"I am sure someone will recognise them and I would urge anyone with information to contact us as a matter of urgency."

Home Bargains shopper Barry Keville, 64, Worcester, told Worcester News: “It’s diabolical.

"You hear about it in other towns and cities, we think that’s not close to home but when it’s this close to home it’s quite frightening as you use the shop.

“You wonder what is going to happen next.”

(Image: WEST MERCIA POLICE)

Robin Walker, MP for Worcester, described the incident as "horrific" and urged anyone with information to contact the police.

"The shock will be universal, anyone conducting such an attack on a small child is just appalling," he added.

"It's an issue which rightly there has been a lot of concern in Parliament and a move to toughen sentences for any kind of acid attack."

(Image: WEST MERCIA POLICE)

He added: "But particularly the nature of this being a small child is very concerning indeed.

"At this stage the key thing is for the police to act quickly and see if they can track down the perpetrator and understand what's behind it because it is an unthinkable thing to happen."

The Government launched a crackdown on the crime earlier this year, toughening sentences for anyone who commits the attacks or is found carrying the corrosive substance.

(Image: WEST MERCIA POLICE)

The deputy leader of Worcester City Council, Adrian Gregson, said he was in the shop next to Home Bargains shortly after the attack.

He said: "I was in the shop next door when it was going on, it was around mid-afternoon.

"I didn't know what the situation was - there were a couple of fire engines and a fire incident vehicle and a police car. By that point the ambulance had been and gone.

"It is the first time, as far as I'm aware, this has happened in Worcester."

(Image: GOOGLE)

Major UK retailrs – including B&Q and Tesco – have also restricted sales of the substance to under-18s.

A 39-year-old man from Wolverhampton has been arrested on suspicion of conspiracy to commit grievous bodily harm and remains in police custody.

Anyone with information that could help police with their enquiries should call 999 quoting incident 442s of July 21.