A recent affiliate and "official safety buddy" of the D.A.R.E. (Drug Abuse Resistance Education) program, Retro Bill is an attempt to somehow appeal to kids with his zany "retro" antics and safety tips. Although he is apparently beloved by the offspring of director Steven Spielberg, I somehow doubt that any other children will actually relate to such a caricature.
The official website for Retro Bill is located at http://www.retrobill.com