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MobileKids Review

In 2001, Daimler AG launched the first and the world’s largest road safety initiative in the form of MobileKids. This globally relevant and innovative concept has provided support to children between the ages of six to ten years old. For example, girls and boys in Germany, India, Malaysia, Israel and Italy have been made aware of the dangers of road traffic and have received safety training.

Together with international experts, Daimler AG has developed an entertaining, advertising-free road safety concept, which makes children aware of the possible dangers in road traffic, in a playful way.

This concept consists of elements such as a 3D-animated TV series called “The Nimbols”, which was designed specifically for MobileKids and has been sold in over 50 countries worldwide. This entertaining television series underlines the approach of learning in a playful way: materials prepared in an age-appropriate manner supplemented road safety education without finger-wagging. The series shows the adventures of five young extraterrestrials on the planet Traffix, who face the challenges of road traffic and learn how to treat the environment in a responsible manner.

With an online community called Mokitown, MobileKids has created the first global children’s communication network on the issue of road safety. In the virtual online adventure city Mokitown, children from across the world could meet, exchange ideas, play with each other, and undertake adventures together, thus learning about and experiencing road safety in a playful way. So far, more than 1.1 million children have learned to be safer road users through such a virtual environment.


Right from the start of the initiative, MobileKids could be found in many other channels apart from the Internet. In addition to participating in major children’s festivals, MobileKids took to the road with its own road shows, such as the Mercedes-Benz MobileKids tour, which provided fun and games for over 52,000 children throughout Germany between 2001 and 2004. This success was continued with the MobileKids tour of primary and special schools in Bavaria, Baden-Württemberg and Rhineland-Palatinate. From 2006 to 2009, the MobileKids tour brought knowledge about traffic and fun to more schools, in cooperation with the Ministries of Education of participating federal states.

Mobility games and quizzes developed in cooperation with road safety experts and media educators ensure that information about road safety and mobility is imparted to children in an exciting, age-appropriate manner. Specially designed teaching aids also guarantee lasting and logical follow-up action.

MobileKids now continues to enhance its international concept based on its many years of success. Since June 2010, parents and other adults concerned about the safety of children in road traffic have been able to find informative, valuable information on the MobileKids website.