A Santa Claus collapsed and died in front of children at a school Christmas party.
The Russian Santa was energetically performing and running around with the youngsters before footage captured him coming to a stop and falling backwards.
As the confused youngsters run towards him, they can be heard giggling as they think his tragic collapse is part of the festive game.
But the actor playing Santa, named as Valery Titenko had tragically suffered a sudden and fatal heart attack.
As kindergarten staff confronted the young students, he was rushed to hospital in Kemerovo but died on the way, said a medical source.