Safety plea to parents after boy's death

The death of a young boy run over on NSW's Central Coast has prompted a safety plea from police.

The four-year-old died at MacMasters Beach on the Central Coast after a 4WD struck him on Monday night.

Police believe that the boy, who was on holiday at the beach with his family, had run out into the road when he was hit.

"He has come from behind a parked car and just appeared out on the road," Gosford Police Inspector Paul Taylor told AAP.

"And unfortunately there is now one less child in the world."

The driver, a woman in her 60s, stopped to help the boy but he died at the scene.

The driver, who was not known to the boy and his family, was taken to Gosford Hospital suffering shock and to undergo usual blood and urine tests.

Insp Taylor said it did not appear that the woman would be charged.

Police have pleaded with the community to look out for children.

"I think the message would be, whether you are on the road or otherwise, look out for children," Chief Inspector George Bradbury told reporters on Tuesday.