it sounds like an allergic reaction to something. you can give him benedryl if you can get him to take it because it does taste nasty, but i use bactine for my daughters hives which is a topical clear liquid that is cooling and works fast. hives are itchy irregular raise patches of redness and heat can heighten an allergic reaction if your son has been out in the heat when the rash came. it may also be heat rash, but the benedryl and bactine would do him no harm if you give them and they are not what is needed. a cold wash cloth works well on hives and heat rash.
good luck
It is always good to get something that appears suddenly checked out . Is he well otherwise ,any other symptoms? It could be an allergy rash has he had any new clothing, recently a t'shirt that isnt cotton have you been having heat where you live as a heat rash will do this .,has he been in the sun...give us more information about the rash ...