On the last day of June, the sidewalks of Kingsbridge Road were filled with happy merchants, face-painted children and clowns with balloons.

It was the scene at the first annual Kingsbridge Road Kickoff, which aimed to attract shoppers and local residents with discounts and free samples from various neighborhood stores.

“So many people spend money on Fordham Road,” said organizer and president of the Kingsbridge Road Merchants Association, Nancy Fernandez. “We want people to shop on Kingsbridge too, because it’s their neighborhood, you know.”

Merchants and store keepers of the area came together in less than two weeks and agreed to offer a 10 percent minimum discount off anything in the stores through July 8.

“It’s cool, I got a flower on my face and balloons,” said Heaven Childs, 10. “I was just walking by. This is very exciting.”

Tanya, a mother of three, said she would like to see the city do something with the vacant Kingsbridge Armory, which looms over Kingsbridge Road’s 4-train stop on Jerome Avenue. “But it’s good what they’re doing today,” she said. “It shows they care.”

Another local resident named Loranna said, “I’ve lived in this community for over 10 years now, three kids, and I think it’s time that something like this took place.”