It's a real New York story of transcending one's humble roots.
Rising from the city's sewers, the Teenage Mutant Ninja Turtles have been named New York City's official family ambassadors.
The comic book and animated TV series heroes — four anthropomorphic turtles instructed by a rat sensei in the ways of fighting crime — will welcome families to the Big Apple as part of a year-long campaign organized by the city's destination marketing arm and Nickelodeon, which airs the latest iteration of the show.
The sequel to 2014's critically maligned Teenage Mutant Ninja Turtle reboot, "Teenage Mutant Ninja Turtles: Out of the Shadows" starring Megan Fox and Will Arnett, is due to be released nationwide on June 3, 2016.
New York's Family Ambassador program has encouraged families to visit the city since its establishment in 2009. New York City welcomed 17.5 million family visitors in 2015, and it expects 17.7 million this year.
Donatello, Leonardo, Michelangelo and Raphael, the eight set to serve as family ambassadors, follow in the footsteps of such beloved characters as Dora the Explorer, Curious George and the Muppets.
NYC Go has designed borough-specific ads featuring the turtles: