For 25 years, MobileKids has supported children on their journey toward greater road safety. One figure has shaped most of that time and has long since become a constant: Moki. He is blue, friendly, always attentive—and an absolute crowd favorite. For years, this fluffy, robot-like creature has given MobileKids a face. When people think of MobileKids, they think of Moki. When people think of Moki, they think of MobileKids. But that was not always the case. What many people do not know is that MobileKids existed in the beginning without Moki.
In its early years, the road safety initiative relied on the “Nimbols”—small, extraterrestrial space characters from a specially produced animated TV series on traffic education. But it soon became clear: MobileKids needed an official mascot.
Moki Wins the Mascot Casting
No sooner said than done: to find its new figurehead, MobileKids launched a casting process. Moki won people over with his friendly appearance, his calm and patient nature, and his timelessness. In addition, the traffic lights on his head tie in with the topic of road safety. May 2010 marked the moment when Moki officially became the mascot of MobileKids.
Since then, Moki has accompanied the initiative at all kinds of events and has appeared in learning materials and digital offerings. He acts as a supporter, translator, and bridge-builder. Sometimes he explains how to cross the street safely, sometimes he gives tips for the everyday journey to school. Sometimes he shows how an emergency call works, sometimes he raises awareness about mobile phone use in road traffic. But no matter which topic he addresses, he always does so patiently, at eye level, and with a broad smile on his face. And that is exactly what makes him so popular. Wherever Moki appears—for example at the mascot gathering in Stuttgart or at the Mercedes-Benz stand at the IAA—children come running up, eager to high-five him and take photos with him.
With MobileKids, Mercedes-Benz combines its commitment to safety with social responsibility for the next generation. What once began with local road safety activities has now become an international educational program for safe mobility for children and young people—from educational offerings and infrastructure projects to strengthening road safety in the broader social context. School visits, hands-on experiences, teaching materials, and digital formats have shaped MobileKids over many years and made it visible in numerous countries. To mark the anniversary, MobileKids and Moki are now setting off on a journey around the world and making the wide range of activities tangible across the globe.
Moki Stays True to Himself
And despite changing times, Moki has always remained true to himself. That creates recognition and trust—something enormously important at a time when mobility is constantly changing and road safety is more important than ever. The roads are becoming busier, traffic situations more complex, and distractions greater, for example through smartphones or headphones. But while the content, formats, and channels of MobileKids have continually evolved, Moki—both at his core and in his outward appearance—has never changed.
Today, it is impossible to imagine the world of MobileKids without Moki. He stands for consistency, safety, and warmth. And he shows that a mascot can be more than just a character: it can be a trusted companion for young and old alike.
