LazyTown sprinting into games sector

LazyTown Entertainment has appointed AT Brands to negotiate its interactive licensing agreements for the property across a range of platforms.

A statement reads: “Today’s computer games enable children and their parents to be a lot more active than ever before and they can now be fully engaged with the LazyTown philosophy.

“If you are interested in learning more whether that be for a Wii LazyTown Family Fitness Trainer or a Stephanie Singstar game (amongst many others) please contact AT New Media.”

LazyTown is an Icelandic show created by LazyTown Entertainment CEO and gymnast Magnus Scheving, who plays the main character Sportacus. Since its debut in 2004, the program has gone on to be broadcast in over 100 different countries in over a dozen languages. It is currently carried by the BBC in the UK.

Interestingly, one of the main themes of the show sees lead female Stephanie, played by Julianna Rose Mauriello, convincing her friends to go outside and play instead of sitting inside and playing video games.

LazyTown already enjoys a range of licensing agreements with a number of toy and entertainment firms.