If you've been downtown today, you may have noticed something rather odd. Child-sized mannequins have been spotted hovering over sewer grates all over the place, and people are creeped out.

This isn't creepy at all. #wheresgeorgieto

A post shared by Carlo Mendoza (@carlomendoza) onAug 30, 2017 at 5:04am PDT

That's the intention, of course. The whole thing is part of a promotion forStephen King'sIt, which was filmed mostly in Toronto and is set to be released September 7.

A post shared by Sophia D (@sophia_domen)onAug 30, 2017 at 6:37am PDT

The marketing stunt even has its own hashtag:# WheresGeorgieTO. People are encouraged to take photos with the little guy, who really only wants to be friends.

Stay away from the sewers. #WheresGeorgieTO #ITMovie

A post shared by Warner Bros. Pictures Canada (@wbpicturescan) onAug 30, 2017 at 7:33am PDT