I totally agree with everyone's comments here. That said, where were the parents? If it was my kid, even if the shop stupidly didn't require helmets, I know I wouldn't let my kid participate without a helmet. And what about the parade organizers? Shame on everyone for dropping the ball on that one, but especially the shop owner who knows better and, as you said, is in a position of authority on the matter and a position to set an example for others.