Children involved in a car crash at Mount Maunganui are now sucking on iceblocks given to them by paramedics called to the scene.

Police are firefighters are responding to the two-car collision, which was called in at 11.51am, head of Western Bay of Plenty road policing Senior Sergeant Ian Campion said.

The collision happened outside Central Parade shops and a tow truck was required, Mr Campion said.

Emergency services are directing traffic on Maunganui Rd after a crash. Photo/George Novak
Emergency services are directing traffic on Maunganui Rd after a crash. Photo/George Novak

Mr Campion said all the occupants from the vehicles were out of their cars and did not appear to be seriously hurt.

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A shop assistant said the road did not appear to be closed but police were directing traffic.

A reporter at the scene said firefighters were also helping direct traffic while police interviewed drivers and witnesses.

Two cars were involved and the bumper had come clean off one vehicle, the reporter said.

One of the cars had a child in the back seat but no one has been harmed,

The children were now sucking on iceblocks given to them by an ambulance officer, she said.