Video games deal for LazyTown

LazyTown Entertainment has signed up with developer Rebellion in a multi-format games licensing deal.
Publish date:
1_lazy town.jpg

The firm has agreed the terms of a licensing agreement with Redoubt, a division of Rebellion, which will see LazyTown interactive games launched for PC, Nintendo Wii and DS, Sony PlayStation 3 and other console and handheld platforms in what they hope will be amongst the first truly active games for preschool children.

The licence was brokered by AT Brands, the division of AT New Media.

"We received a lot of enquiries about LazyTown licensed interactive games, from games companies and consumers alike,” says Hrolfur Sigurdsson, Director, Global New Media Department of LazyTown Entertainment.

"We are very excited at working with Redoubt and its long-established and much-admired parent company Rebellion to produce games that get kids off the sofa and moving. The success of Wii Fitness and EA Sports Active prove that there’s a strong demand from consumers who want to engage in active games with their family."

"LazyTown is a fantastic property and we are thrilled by the positive reaction of so many games companies to this opportunity in the new genre of family fun and fitness," says Simon Kay, Business Development Director, AT New Media. "We see LazyTown as being the perfect partner to introduce active games to what has previously been an area that has come under fire for making kids lazy. These are going to be the healthiest games on the planet!"

"Redoubt has a dynamic development team with lots of experience of making great games,” says John Walsh, Studio Head, Redoubt.

"As part of the Rebellion group of companies, we really set our sights on securing the fantastic LazyTown license, because we can see the very great potential for family games based on this unique and refreshing programme."


0 0COD1.png

Video gaming: From screen to shelf

While video gaming continues to outpace film and TV in the entertainment space, video game licensing is still vastly underserved. James Osborn of Powerstation Studios tells why this is a medium on the rise.

Screen Shot 2017-03-14 at 10.12.06.png

Generation Gaming: The rise of video games in licensing

With gaming overtaking film as the largest entertainment industry in the world, there has never been a better time to embrace the cross-generational appeal of licensed video games product. With more game franchises pushing into the toys space, Jack Ridsdale examines why this growing market has not yet cracked the mainstream.

Featured Jobs

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019