Sonic the Hedgehog maker SEGA wants to stop people squashing real hedgehogs with their cars - splat!
The videogame maker created a hedgehog road crossing in Twickenham, London, according to the Daily Mail - and employed a pretty lollipop lady to ensure the animals waddled safely from one side to the other.
SEGA's Anna Downing said: "Hedgehogs are an intrinsic part of British wildlife and with Sonic the Hedgehog such an institution we thought he was the perfect figure to raise awareness of their plight."
Hedgehog handler Trevor Smith added: "Our hedgehogs had great fun ruling the roads for the day with the hedgehog crossing and it will hopefully encourage everyone to do their bit in helping the hedgehogs of Britain stick around for years to come."
Unfortunately the hedgehog crossing was temporary. It provided SEGA with an opportunity to draw attention to new Sonic game Sonic Colours.
The report comes as the hedgehog death toll rises. Around 50,000 die on British roads each year, and a combination of ravaged farm land and more vehicles on the roads means that the signs are worrying for the future of the species in the UK.
You could argue that SEGA saved its own Sonic the Hedgehog recently with the release of Sonic 4: Episode 1. A hard to impress Ellie Gibson smooched the game with a 9/10.
You'll find out what Eurogamer thinks of Sonic Colours on Wii tomorrow.