Hundreds of children and their parents have showed up to Papamoa Beach this morning to be part of popular children's television show What Now.

Filming began at 8am and is due to wrap at about 10.30am.

What Now researcher and former Bethlehem College student Malorie Carey says they try to film a few shows out in the community every year.

Sandcastle expert Brett Muir was on hand to judge the sandcastle building competition.

Brett even got down in the sand and built a castle of his own.

Check out photos taken by Rebecca Larsen and Sammy Norton below.

Torsen Anger, 4, with Brett Muir's sandcastle.

Hundreds gather on Papamoa Beach for the filming of What Now this morning. Photos: Sammy Norton.