VEGAS 2011: LazyTown gets a new US agent

The Joester Loria Group has been appointed as the pre-school brand's exclusive licensing agent in the region.
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Joester Loria will look to take advantage of the show's “core values of motivating healthier choices for kids.”

Initial lines will include “fresh fruits and vegetables, beverages such as milk and water, publishing, role play and dressup, games and apparel.”

The appointment comes as the brand looks to capitalise on its recent US broadcasting deal with Sprout. Lazytown will now reach a potential 18 million US homes as well as being included on Sprout’s popular VOD service.

Magnus Scheving, CEO and star of LazyTown said: “We’ve seen the incredible results Joester Loria has been able to accomplish for other family entertainment properties in the past.

"The timing is perfect for Joester Loria to leverage our best-in-class IP alongside our new partnership with Sprout to create high quality, value-based programs for kids and families in the US," he added. 

Debra Joester, president and CEO of The Joester Loria Group commented: "We are delighted to represent LazyTown, one of the most original and innovative children’s TV series! LazyTown’s global success is a testament to the fact that children and parents respond to fun, entertaining properties that promote healthy choices. 

"We look forward to working with the creators of LazyTown and with Sprout to deliver innovative licensing programs that reflect the unique message of LazyTown and leverage the exceptional broadcast exposure for the series."

The agent's client portfolio includes the likes of Pepsi-Cola North America and the Discovery Channel.

Visit Lazytown at booth 5268 and The Joester Loria Group at 5446.


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