VIDEO GAMES MONTH: LazyTown eyes gaming move

Company appoints AT New Media to look into potential deals with video games firms.
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LazyTown Entertainment has hired AT New Media to look into the possibility of expanding the popular brand into the video games arena.

Under the agreement, AT New Media aims to exploit interactive games opportunities for platforms such as Nintendo Wii.

"We have received a lot of enquiries about LazyTown licensed interactive games, from games companies and consumers alike," said Hrolfur Sigurdsson, director of the global new media department at LazyTown Entertainment.

"The category is very important yet unfamiliar to us, therefore we have appointed AT New Media, who are known to be the leading interactive games licensing specialists. We want to appoint the best licensees in the category and to co-ordinate the games with the merchandise licensed by our other agents in different territories."

Simon Kay, business development director at AT New Media, added: "LazyTown is a fantastic property and we are thrilled that they have recognised our capabilities as the licensing industry's unique specialist interactive rights agency. We look forward to speaking with games companies about this rare and exciting opportunity."

Interested parties can email Simon Kay directly.

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