PHOENIX -- A South Phoenix family is heartbroken tonight after losing a 9 year-old boy who was only trying to please his baby brother.
Richard Vejar Jr. was riding his bicycle south on 26th Drive when he didn't stop at a stop sign and was struck in the middle of Roeser Road.
The impact was so forceful that one witness said he flew 50 feet in the air.
"He did all that for an ice cream cone," said mother Rosita Trujillo. "He was determined to get his baby brother an ice cream cone."
Ana Campos witnessed the accident and said the images will forever haunt her.
"It's horrible," Campos said. "I mean, it's a little boy. When I saw him on the ground, I started running toward him."
Both she and the driver who hit the little boy tried to help, but he was not responsive.
Trujillo said he was just feet from catching up to the ice cream truck. A heartbreaking reality, but one Mary Vejar, his grandmother, hopes others can learn from -- even if her grandson wasn't paying attention to the stop sign.
"Accidents happen, you know. People should be more slower and more cautious," she said.
The investigation is ongoing. Phoenix Police do not believe the driver was impaired and her speed is still being determined.
The child's family will gather at 26th Drive and Roeser Road for a memorial service Thursday evening at 8 p.m.
A fund has been set up for the family: