LazyTown Entertainment is continuing in its quest to address what it calls the rising epidemic of childhood obesity - yesterday revealing a tie up with Wal-Mart de Mexico.
The new alliance is a multi-year activation strategy including a full range of innovative, healthy product ideas and solutions for parents, engaging campaigns, community events and targeted promotions, the first of which will launch later this year.
The main aim is to deliver healthy lifestyle solutions to Mexican children and families. Mexico apparently ranks second in the world for obesity.
"We view this partnership as an extension of Wal-Mart de Mexico's primary mission to help people live better and of our previous experience with LazyTown in developing healthy dishes for our children's menu at our Vips restaurant chain," said Raul Argüelles, senior VP of corporate affairs for Wal-Mart de Mexico.
LazyTown creator Magnus Scheving added: "This is such an exciting opportunity for LazyTown. I have personally been on a mission for over 15 years to motivate kids to make better lifestyle choices and it is fantastic to work with a partner like Wal-Mart de Mexico that shares in this vision and has the distribution to carry the message and solutions to the people."