The roof of the car was removed and the passenger seat was pushed forward to get the little boy out.
It took about 10 minutes. He looked to be aged 3 or 4, Mr Price said.
A young girl was also travelling in the car and was already out of the vehicle when the fire service arrived, Mr Price said.]
Police said one of the children travelling in the smaller car was in a critical condition. The second child had serious injuries.
Both were at Tauranga Hospital but could could be taken to the Starship Hospital for further treatment, police said.
Six people were travelling in the second vehicle.
The two adults and four children had minor injuries and were taken to Tauranga Hospital, police said.
Weather conditions were fine at the time of the crash.