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TOTAL LICENSING
A man
Magnus Scheving is an extraordinary problems with childhood obesity and and realised that, wherever he went,
man with an extraordinary mission – lack of exercise are well publicised parents always asked him the same
to inspire children, and their families, today, when Magnus began Lazytown basic questions about exercise and
on a
to make healthy lifestyle choices. eighteen years ago, he was well ahead nutrition.
The vehicle for his mission is, of of his time. “Lazytown started eighteen years
course, Lazytown. And whilst the The energy and enthusiasm that he ago when I realised there was no
mission...
puts into his projects are legendary role model for kids health that would
and stem from a career as a world encourage them to eat well and
class athlete, as well as a talk show exercise by making it fun. I didn’t want
host, entrepreneur and producer. kids to be aware that they were making
In fact, he built up one of the healthy choices; I just wanted them to
most popular health and fitness make them because they wanted to.”
clubs in Iceland and was the And that, basically, is the DNA of
manager and owner of the club Lazytown; to motivate kids to make
for five years. heathy choices.
Total Licensing caught up Today, Lazytown is on air in an
(quite literally) with Magnus to astonishing 103 countries and Magnus
understand better the origins of is even more in demand. The impact
Lazytown and, of course, how the he has had is extraordinary and he is
brand is helping to inspire children clearly very excited about it all. “Earlier
around the world. this year, in the Asda supermarket chain
Prior to Lazytown, Magnus travelled in the UK, we signed a tie-in with Asda’s
worldwide as an athlete, public healthy food range GreatStuff which is
speaker and entertainer aimed at kids. It’s been a fantastic tie-
in and, would you believe it, the latest
figures out show that since Sportacus
and the other Lazytown characters
began appearing in the stores, sales
of fruit and vegetables have risen 41%.
This is so exciting. Asda have done a
fantastic job on it and it really proves
that we can make a difference if the
branding is right.”
The Asda range, which began with
twenty products, will be expanded to
over 100 in the coming months and
the Lazytown television series remains
hugely popular in the UK, where it has
occupied the Number 1 position for
the last two years.
Further afield, the show continues
to enjoy massive audiences and the
licensing program now has over 6000
different product lines in 122 countries
– a remarkable feat in itself.
Naturally, though, Magnus is certainly
not sitting still. His lecturing has
included an invitation from United
Nations to address the World Creative
Leadership Conference and the UK’s
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