A boy has died at a Northland beach after a hole he was digging collapsed on him.
St John Ambulance spokesman Tony Devanney said the seven-year-old boy had dug a hole at Frogtown Beach, near Pataua South.
At about 1.45pm he stuck his head in the hole to have a look and the sand collapsed around him, pinning him and suffocating him.
Members of the public attempted to resuscitate him and St John sent paramedics by helicopter.
"Sadly and horribly it was unsuccessful," Devanney said.
A local resident said they had seen the emergency services respond but the wider community had not been informed of the circumstances.
- Fairfax Media