A jack-in-the-box gave an adorable boy an unexpected fright at a store in Lower Salford Township, Pennsylvania.

In the video, a little boy can be seen smiling and playing with a jack-in-the-box for the first time.

When a stuffed animal pops out of the box, the boy initially seems surprised. But then it becomes clear that he's scared and says to his parents, “Put it back.”

The parents put the stuffed animal back into the box and start playing with the jack-in-the-box again.

As he hears the music, the boy starts to smile. But when the stuffed animal pops out again, he lets out a scream. He asks his parents to “put it back” again, and the father replies, “OK, I’ll put it back.”

“He had never seen a jack-in-the-box before, so it was the perfect opportunity for a genuine reaction,” the mom said.

Since our son, Beau, was born we have been taking videos of him doing silly things and us playing pranks on him. This is just one of those moments that we couldn't pass up. He had never seen a Jack in the Box before so it was the perfect opportunity for a genuine reaction.