LazyTown has signed a new deal with Butlins resorts, aimed at encouraging young visitors to be more active.
The two-year agreement marks the first time that Butlins has created a multi-level platform for a children's brand. It will feature LazyTown's live show, a sports and crafts academy and healthy menu choices for kids in the resort restaurants.
In addition, episodes and health related idents will be broadcast on Butlins TV network, while LazyTown will feature on the Butlins website (which has 4.2 million unique visitors), the family brochuire and magazines, ads in the national press and direct mailings.
"We are incredibly excited to be working with such an iconic British brand to bring our healthy lifestyle message to millions of families," said Dan Frugtniet, director of licensing EMEA at LazyTown. "Butlins are committed to kids entertainment and now kids health. Reaching so many people, they see our partnership as a way to really challenge and make a positive difference to the usual kids' holiday experience."