Toymaker Hasbro converted Lombard Street into Candyland on Wednesday. It hired costumed characters and turned this landmark into a block-long, crooked version of the beloved board game.
"You must have paid the city for this," said ABC7's Wayne Freedman.
"No, we didn't. Candyland has been cherished for years by millions of people," said Christina Gomes from Hasbro.
And clearly, corporations keep to very tight scripts. The company paid all costs and reimbursed residents for landscaping and received mixed reviews.
"I don't mind it, but some of my neighbors do," said a Lombard Street resident.
As for the game itself, four teams of kids went down Lombard Street and stopped at points of interest -- or so we're told.
In reality Lombard Street looked more like one big sugar rush.
"They're going down, we're going up. No, we go down, they go back up," said kids participating in the game.
For the record, a team of kids from UCSF Medical Center won the contest. The green team finished second.
"I don't think we'll ever do this again," said a participant.
Not even in 60 more years, assuming board games even exist.