OK -- this is not the happy-go-lucky Riverdale we once knew. CNN is reporting exclusively that Archie from Archie Comics will die in an upcoming issue.
Archie and his pals Jughead, Reggie, Betty and Veronica have been gracing your grocery store checkouts and collectors' shelves since the early 1940s. They've almost always been high schoolers.
The 'Life With Archie' series explores the beloved character's future, and an issue out in July will reveal to readers how he dies.
Archie Comics CEO Jon Goldwater tells CNN ... "I think it's the natural conclusion to the 'Life With Archie' series. Archie dies as he lived -- heroically. He dies saving the life of a friend, and does it in his usual selfless way."
Goldwater wouldn't give any more details on how Archie dies, but said Archie's death should be an important reminder of how heroic the average person can be. He said he expects fans to be shocked and to grieve.
Looks like he's already right - on Twitter, reaction to the news of the new story was a resounding "no!"
The Wrap's Brent Lang asks the question we don't really want to know the answer to: who's next? Jughead?
The comics will continue to be made featuring a young Archie, but now, fans will know how Archie would one day meet his end.
As MTV notes, Archie comics have been pushing the limits in recent years with moves like introducing a gay character and starting a zombie invasion story, but this is undoubtedly the most daring yet.