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TOTAL LICENSING
Conservative Party leader David
Cameron called him in to discuss how
to make England’s children healthier.
In terms of Lazytown plans include
a movie in 2011, Lazytown theme
parks and a Lazytown Sports Club for
children which debuted in the UK and
is now being rolled out around the
world.
“I would love Sportacus
to go jogging with
between LazyTown,
Norwegian food
President Obama”
manufacturer Kavli and
the City of Bergen – Norway’s second Magnus is also working closely with the
largest city. London 2012 Olympic Committee and
Live shows also form an important part
So how does Magnus himself see the in South America we’re looking to tie-
of the plan and are proving popular
future? “Lazytown appeals to both girls in with different sports federations”.
around the world. For example, in
and boys almost equally so it’s an ideal Magnus certainly sees another ten
its first season in Mexico in 2008,
vehicle for helping kids to make the years in terms of brand building for
LazyTown Live set box office records
right decisions.
with 46 sold-out performances at
We have so many
the nation’s second largest theatrical
exciting plans
venue. Throughout Latin America,
that we’re rolling
Lazytown Live has been the most
out around the
successful family theatre production
world. And kids
ever with over 500 shows seen by
love it! In Iceland,
more than 600,000 fans. The show has
for example, we
also played to sell-out audiences in the
organised a kids
UK and Australia.
marathon (1.5
A new initiative is Walk to the Moon
miles) aimed at
with Sportacus which has been trialed
children aged
with huge success in Norway.
between two and
The campaign aims to measure
twelve and more
the combined steps of Norwegian
than 16,000
children who, as a group, aim to record
arrived to take
as many steps as it would take to walk
part. LazyTown and approaches the program
to the moon. The campaign attracted
“I also really see LazyTown as a with his usual trademark energy.
22,000 children who signed up in
foundation that can help kids in so “In the UK, 90% of adults will be
only four days. All were issued with
many ways. Our LazyTown Sports overweight by 2050 along with 70% of
a pedometer and a book where they
Club in the UK has been a fantastic kids,” explained Magnus. “And because
record how many steps they take each
success and now we’re planning to of the recession, sales of fast food are
day. Every week their teacher fills in
open LazyTown Restaurants under the up 7%, so you can see there’s a lot of
how many steps the class have taken
banner ‘Food and Fun’. Our first one work still to do!”
towards their quest of reaching the
will be in Dubai with others planned Whilst Europe, Australia and Latin
moon. The campaign is a cooperation
for London and Florida”. America are all well developed
markets, Magnus is setting his sights
on Asia and Russia. “We are planning
to go into these countries in the next
eighteen months or so,” he continued.
Magnus is still highly enthusiastic about
his business. “I love meeting kids and
going around the world with a positive
message”.
And does he still have any ambitions?
“I would love Sportacus to go jogging
with Barack Obama!”
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