He was taken to Rotorua Hospital before being transferred to Auckland.
"He received critical injuries but is currently in a stable condition in Starship Hospital," she said.
"We have spoken with the driver but at the moment we are seeking witnesses for further information."
Mrs Riordan said the investigation was continuing.
"The basic safety message for children is the need to take care on the road. Make sure to look both ways before crossing and, if there is a pedestrian crossing or crossing at lights, then to use that."
It is believed the boy was with a group of friends who were crossing the busy intersection to get to a swimming waterhole in Kawaha Point.
A mother of one of the boys, who did not want to be named, said her son told her they were at the lights but they did not use them.
"There were a heap of [boys], probably three or four on their bikes, my son on a scooter and two people walking, all going to the waterhole," she said.
"They said he [the victim] just ran across the road and didn't see the car. My son was absolutely devastated. I was driving around in my car looking for them and by the time I came home the boys were here, all shaken up."
The mother said she had reiterated the message of being safe near busy roads.
"We've just talked to him about crossing the road safely and to let us know at all times where he's going, and just giving him heaps of cuddles," she said.
-If anyone can help police with information, contact Senior Sergeant Nicola Riordan at Rotorua police on (07) 348 0099.