NEW YORK 08: Lazytown ramps up

It?s been a busy show for Lazytown, with the firm revealing a number of deals to further boost the burgeoning brand.
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First up, following two years of Pay TV broadcast in Australia and New Zealand, Lazytown now also airs on ABC TV in Australia and TV3 in New Zealand. As well as broadcasting the TV episodes, all three channels are using the music video clips and 30-second shorts as between program interstitials.

Wild Pumpkin is the Australian licensing agent and Global represents the property in NZ.

Principle consumer products licensees are now also in place, with Roadshow Entertainment representing video and music, Five Mile Press representing publishing rights and Mattel as the master toy licensee. Last month, Roadshow launched the first DVD and Mattel launched the toy line.

Magnus Scheving will be visiting key Australian cities on a promotional tour from September, launching a national pre-school and kindergarten health and outdoor activity campaign.

Elsewhere, Scheving has become the new health columnist for The Sun newspaper in the UK. Starting from July, Scheving will be writing a weekly column advising parents and kids on how to keep fit and healthy. Alongside this, he will be writing a bi-monthly feature for the paper about topical issues around healthy living, answering reader letters and coming up with activities to keep kids busy during the school holidays.“This is a really fantastic strategic partner for LazyTown,” Scheving said. “The Sun is renowned as ‘the people’s paper’ in the UK and its readership really lends itself to the LazyTown movement.”


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