Reporting on TOYOTA X STUDIO4C's "PES (Peace Eco Smile)" at Anime Festival Asia 2012 Exhibition

  Reporting on TOYOTA X STUDIO4C's "PES (Peace Eco Smile)" at Anime Festival
                             Asia 2012 Exhibition

PR Newswire

TOKYO, Nov. 11, 2012

TOKYO, Nov. 11, 2012 /PRNewswire/ -- Toyota Motor Sales & Marketing
Corporation (TMSM) is currently exhibiting "PES (Peace Eco Smile)," an
animation made in collaboration with STUDIO4C
(, at the Anime Festival Asia (AFA) 2012
( in Singapore. It aims to enhance the
Japanese content industry by proactively supporting younger designers and
artists, and introducing them to the rest of the world. This exhibition is
also being supported by the Ministry of Economy, Trade and Industry as a part
of the Cool Japan Strategy Promotion Program.


Launched in 2008, AFA is a large-scale Japanese pop culture event for
Southeast Asia. Every year it attracts crowds of fans, with 2011's festival
visitors setting a new record of over 80,000. This was also the first foray
for PES in Southeast Asia and visitors passing our booth were stopped in their
tracks by the charming anime. The appearance of the mascot character Su in the
venue generated great excitement as well.

The exhibits also feature the iPhone app Backseat Driver
(, the first project for
ToyToyota and made in collaboration with creative unit PARTY to bring fun to
car mobility, as well as 86 World Report (created by DNP + Jetman), an app
which lets a Toyota 86 car appear in photographs take with your phone.
Visitors to AFA hugely enjoyed the sense of realism the app provided.

ToyToyota Project: PES Concept
Human evolution is represented by the history of mobility. Cars bring our
mobility to life, but yet all too often, everyone talks about the complicated
technological aspects of automobiles rather than just the sheer joy of
mobility. TOYOTA has discovered the "TOY" in its corporate name as the origin
of this lively and cheerful joy.

As one of the ToyToyota projects aimed at spreading the joy of mobility,
TOYOTA and STUDIO4C, a leading Japanese animation studio, have together
created an anime series, PES, following a curious alien who explores the joy
of driving and the importance of safety.

Takao Minai, Hiroshi Inagawa
Toyota Motor Sales & Marketing Corporation
Tel: +81-565-23-0720/0727

SOURCE Toyota Motor Sales & Marketing Corporation

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