No rest for LazyTown

Samantha Loveday

By Samantha Loveday

February 4th 2008 at 4:38PM
No rest for LazyTown

New food deals signed as LazyTown continues its international roll out.

Just a few weeks after revealing the opening of its dedicated UK office, LazyTown has secured a raft of licensed food deals.

In Latin America, regional director Dean Koocher has sealed a deal with Gerber Products as part of the Yukery jarred food line, skewed towards three to six year olds. Two sizes will be available in different fruit flavours, with free collectable LazyTown items if a pack of six is bought.

A SportsCandy Fruit deal has been signed with Mono Azul in Argentina. Each unit will contain six pieces of fruit - apples, pears or bananas - and a set of free stickers. In Brazil, LazyTown is set to launch a direct apparel line with C&A, with products available in stores early this year.

Closer to home, regional sales director Haukur Gislason has forged a deal with Swedish company Froosh to manufacture healthy fruit smoothies for Denmark, Norrway, Sweden, Finland, Iceland and Germany.

The line will consist of three flavours and will launch in the Nordic region in April and later this year in Germany. In addition, an agreement with Jetix has also been finalised for Eastern Europe to air the series from early 2008.

"Roll out of the brand internationally across all media continues to flourish," said executive VP Agust Freyr Ingason. "We are very pleased with the range of businesses which have embraced the LazyTown Movement, and will continue to search out the best partners and licence opportunities for the brand worldwide over the coming year."

In addition to all of this, LazyTown is to be a main participant and sponsor of the Sport Relief Early Years Kit for this year. Sportacus is appearing on all early years promotional material for the event, while Magnus Scheving, in the character of Sportacus, will be joining in the Sainsbury's Sports Relief Mile event.

The kit will go out to around 15,000 nurseries and pre-schools across the country and will feature tips on how to get active, have fun and raise money for Sport Relief.

LazyTown and Sport Relief have also teamed up to produce a 30-second trail which will feature on Cbeebies in the run up to Sport Relief Weekend.