A preschooler died after being hit by a car in a driveway of his Tokoroa farm yesterday.

The boy was hit about 9.30am on a private driveway, and died despite the efforts of family, neighbours and emergency responders to save him.

The Police Serious Crash Unit has been at the scene and are investigating.

A St John spokeswoman said an ambulance and Rotorua's BayTrust rescue helicopter was sent to the scene but the child had already died.

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Tokoroa Fire Brigade also attended the accident and firefighters were among those who worked frantically to save the boy. A spokesman referred media queries to police.

Safekids Aotearoa director Ann Weaver said the fatality was another reminder to be vigilant with children around driveways.

"It is very sad to hear of this today, it is so sad and our thoughts are with the family who have lost their child," she said.

About five children die in driveway accidents each year.

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