Red and blue painted shells have been placed near the spot where five-year-old Jack Dixon went missing, seven days since a rogue wave swept him away.
The shells join a hand sketched portrait of the Lego loving boy at the base of a tree at Mount Maunganui's Shelly Beach, near where Jack was last seen.
The red and blue mirror the colours of Spiderman - Jack's favourite hero.
People have also paid tribute by spelling out Jack's name in shells and hanging shells from trees.
Jack had been playing with two cousins at the beach when a large wave carried all three out. The cousins managed to clamber onto rocks but Jack remains missing despite a massive search from authorities and volunteers.