A 10-year-old boy died after a pickup truck hit him. Fall Creek Police say he was hit around four Wednesday afternoon while riding his bike on Highway 12 in Fall Creek.

People we talked to in the neighborhood say he was out on his bike a lot, like many other kids in Fall Creek. Now, many people are remembering a child full of joy and energy.

"He was my best friend. We liked to ride bikes together," says Greta Schreiner.

Greta Schreiner grew up just down the block from her 10-year-old friend. Her big brother heard the crash.

"I didn't hear tire squeals or anything just heard a big scream probably like three people yelling his name and looked over and they're running out to the road," says Greg Schreiner.

Emergency crews closed down Highway 12 through Fall Creek while a helicopter landed to take the boy to the hospital but officers say he was pronounced dead when they arrived.

Cathy Schreiner, Greta's mom, says her thoughts are with the family and says it's scary because the road is always busy.

"It's very busy. We have semi-trucks, cars and sometimes you can tell they go faster than 30," says Cathy Schreiner.

Another person says the sidewalks are often full of kids, on bikes and playing.

"I just think all of Fall Creek, it's a safe place where kids are outside and active and so it's pretty normal to see them biking past," says Dr. Cindy Mickelson.

It's a crash that has one mom tearing up just thinking about the danger on the road.

"It's hard, of course. It's a child. It could have any one of ours," says Cathy Schreiner.

Police are not releasing the name of the boy as of Wednesday night and there's no word on the driver at this time either. Police also say there may be counseling services for students at Fall Creek Schools Thursday.

Officers say the preliminary investigation indicates the truck was traveling west on Lincoln Ave and hit the 10-year-old boy on a bicycle as he attempted to cross the street.

The 10-year-old was airlifted to Luther Midelfort in Eau Claire, where he was pronounced dead.

Courtesy WEAU