LazyTown teams with Asda

Hit show and its star, Sportacus, to promote supermarket's healthy food range, GreatStuff.
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LazyTown has kicked off a major new promotion with UK supermarket chain Asda, which will see the brand backing the healthy food line, GreatStuff.

The tie up sees life-size talking Sportacus cut outs in every store, encouraging children to move, jump and bounce as they shop.

As part of the store's long running Sporting Chance initiative, vouchers for free kids sporting sessions will also be available from outlets throughout the Easter school holidays.

LazyTown branding will appear in all Asda stores, while the show will also be brought to life with in-store dance competitions and treasure hunts to get kids moving.

"LazyTown's mission is to move the world and inspire children to eat healthy food and move through play," said LazyTown creator, Magnus Scheving. "The healthy food option needs to be affordable, fun and easy for everyone. Asda has shown that this is possible through their Great Stuff range."

Asda marketing director, Katherine Paterson, added: "When you look at what LazyTown has already achieved in Iceland, where it's been credited with helping stem the rising tide of childhood obesity, it really is quite staggering.

"We've got a really exciting opportunity here to work together to help make a difference, and make mum's life a lot easier by making exercise and good healthy food more affordable and accessible - and more fun for kids."

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