LazyTown has added licensing and merchandising to Stella Projects' remit for the Australian market.
Under the current arrangement, Stella Projects is responsible for TV programme sales of LazyTown to ABC TV and Nickelodeon, DVD and music CDs with Roadshow, book publishing with The Five Mile Press and the stage show with promoter Andrew Kaye and Associates.
The firm now also manages existing and future licensing and merchandising arrangements with Australian licensees. This was previously handled by Wild Pumpkin.
As part of the agreement, LazyTown and Stella Projects will co-fund a dedicated LazyTown executive to manage licensing in Australia and co-ordinate New Zealand activities with the NZ licensing agent, Global Licensing.
Stella recently licensed the new LazyTown TV interstitials, LazyTown Extra, to ABC TV and these will be broadcast across ABC Children's TV on ABC1 and ABC2 from October.
"It is a logical extension of Stella Projects' current activities to include licensing and merchandising to develop a range of promotions, activities, products and events that reflect the healthy children's lifestyle that LazyTown delivers," said Magnus Scheving, creator of LazyTown.