JOEY Essex mania came to Southend as hundreds of fans turned out to the opening of a new ice cream parlour.

The former Towie star was mobbed by selfie-seekers and autograph hunters as he officially opened the Baskin Robbins ice cream parlour, in Marine Parade.

Fans queued around the block to catch a glimpse of Joey, who is well known for hit reality show the Only Way is Essex and who was recently seen on TV quizzing political leaders ahead of the general election.

The new Baskin Robbins has opened in what was the Circus Circus arcade, on the seafront.

Joey, 24, said: “I love ice cream and they do all sorts of flavours here, it’s a good ice cream shop.

“I love Southend too. I’ve been here a few times, it’s still my home county and it’s a nice day for it, with the sun out.

“I don’t come down here much, but it reminds me of being in Marbella.”

Fans explained just how excited they were to meet the star.

Ryan McAllister, 18, from Southend said: “I’m a big fan of his and met him once before at WH Smiths, in Southend.

“I was all shaken at first, and still am a little bit, but it’s the best feeling, it really is.

“I had a picture of me and a friend signed.”

Tia Bates, 15, also from Southend, added: “I’m a big fan of Towie and came down specially to see Joey. It was very exciting.”

Paul Thompson, who owns the former arcade complex, said he was not expecting the event to be quite as popular as it was, but was pleased the young people had a good time.

He said: “Baskin Robbins is his favourite ice cream, apparently, which is why we invited him.

“We didn’t realise he had such a big following, but I’m glad they enjoyed themselves.”