Wellington mum Amanda Poole was excited to be at the parade with her three children Campbell, 7, Lucy, 5, and George Roach, 3.
"They love seeing the teams - they're all rugby fans. They love to see the colour and the music and definitely love to see the players and give them a wave.''
Campbell said he supporting New Zealand - but he was also there for Spain, as he was dressed in a Spanish football shirt.
The kids won't be going to the tournament, which is marked by drunken antics, arrests and evictions.
"It's not a very child friendly environment these days. They would love to go, but unfortunately not.''
Ms Poole said she would bring the kids down to the waterfront tomorrow morning - before it gets too raucous - to see all the fans' costumes.
"We went down last year later in the day and it was a little bit risque, I must say.''
Today's parade kicked off on Wellington's main shopping strip of Lambton Quay before heading down Willis Street.
The teams then received an official welcome at Civic Square from Wellington Mayor Celia Wade-Brown.
The first game kicks off at 1pm tomorrow, between France and Kenya.
New Zealand first takes to the field at 3.12pm against England.