The boy was kicked and hit in two separate incidents around 8:30 a.m. Friday morning at A.E. Wright Middle School in Calabasas, said Lt. Richard Erickson of the Los Angeles County sheriff's department.

"He was accosted by seventh and then eighth-graders," Erickson said. "He was kicked and hit with fists in various areas of the body."

Detectives believe the beatings were spurred by Facebook messages telling students that Nov. 20 was "Kick a Ginger Day."

The messages were allegedly inspired by a 2005 episode of the animated TV show "South Park" which focused on prejudice against "gingers," a label given to people with red hair, fair skin, and freckles.

Sheriffs say the 12 year old victim has red hair.

The boy sought help from the school nurse immediately after the attacks. His injuries were not severe enough to require hospitalization, though detectives are pursuing the investigation as a possible assault with a deadly weapon.

No arrests have been made.

Parents of students at A.E. Wright Middle school have reported that school officials made a public announcement addressing discrimination, and that teachers led classroom discussions on the issue.