On the 20th of last month, a booth was set up in Hall B of COEX as part of the 2011 Seoul Character Licensing Fair for the characters of Robocar Poli. The animation features a team of four robot cars—Poli, Amber, Roy, and Heli—who act as rescuers of people in emergency situations. HMC is now working with Roy Visual, the developer of the animation, to produce and distribute free of charge a 3D version of Robocar Poli for children all around the world. The special traffic safety campaign involving characters from Robocar Poli will consist of 12 episodes in total, available to children in multiple languages, including English, Chinese, and Russian. Traffic Safety with Poli is the first 3D animation-based public campaign in the world that is sure to be effective in both ntertaining and educating children. Furthermore, HMC seeks to maximize children’s access to the information and characters contained in the series by producing and distributing DVDs, mobile applications, websites, and so forth. HMC said: “We hope this project to become a model of successful cooperation between large and small corporations in the Korean entertainment content industry.” It attracted quite a large crowd of parents and children everyday, leading to line-ups of 100 meters or so in length and affirming the popularity of the animation and its characters.