NYC & Company just announced its newest Family Ambassadors: the Teenage Mutant Ninja Turtles, a crime-fighting foursome that grew up (and ate a lot of pizza) on the streets of New York City.

Campaign artwork features the Turtles experiencing iconic attractions in each borough. As part of the campaign, NYC & Company will produce bilingual, kid-friendly travel materials, guides and itineraries at nycgo.com/family

Every year, NYC & Company partners with a different pop culture character to introduce visitors to family-friendly New York City. The 2016 campaign will be promoted in out-of-home media in all five boroughs, Boston, Chicago, and 35 shopping malls in America; social media engagement; and taxicab TV commercials.

NYC & Company’s partnership with the Teenage Mutant Ninja Turtles dovetails with the upcoming release of Paramount Pictures’ Teenage Mutant Ninja Turtles: Out of the Shadows, which will arrive in theaters June 3rd.