This page contains a Flash digital edition of a book.
TOTAL LICENSING
Video games
keeping kids active?
A storm of protest blew up among with a new motion controller, which ries LazyTown is a funny, fresh show
video games publishers in March this interacts with the PlayStation Eye that blends movement, music, comedy
year and swiftly led to a U-turn by the camera. and great storytelling in a colourful,
Console games UK government, on the issue of the
Microsoft XBox360 has announced fast-paced, upside-down world.
have often been
impact of games on children’s health. radical new motion-sensitive technol- LazyTown has attracted a very large
accused of
Sega, Konami, Atari and Codemasters ogy, called Project Natal, which picks number of licensees in many countries
contributing to
were among the publishers quoted up players’ movements in 3D, even for a wide range of merchandise. Yet,
unhealthy lifestyles
as supporting trade magazine MCV’s when they are not holding a control- the brand has yet to be made available
complaint to the Advertising Stan- le r. in the interactive games category.
for some children,
dards Authority, about a Change- Peripherals available with the new “We received a lot of enquiries about
but new games
4Life campaign advertising poster. It consoles have led to the launch of LazyTown licensed interactive games,
being released
showed a child holding a games con- many exercise-based games, for ex- from games companies and consum-
encourage
sole controller beneath the heading ample Wii Fit using the balance board. ers alike,” commented Hrolfur Sigur-
movement
‘Risk an early death, just do nothing.’ Huge new opportunities have opened dsson, Director, Global New Media
Within one month, the ad was with- up for videogames developers and Department of LazyTown Entertain-
By Paul Comben
drawn and a new Change4Life televi- publishers and retailers, using the ment, “We are very excited at working
sion commercial promoted the op- technology to introduce new types of with Redoubt and its long-established
AT New Media Ltd
posite message: that console games games. and much-admired parent company
increasingly encourage movement Licensed brands have played their Rebellion to produce games that get
and can contribute towards the daily part, with Wii games being launched, kids off the sofa and moving. The suc-
such as Tiger Woods cess of Wii Fit and EA Sports Active
PGA Tour ‘All Play’ and prove that there’s a strong demand
American celebrity from consumers who want to engage
trainer Jillian Michaels’ in active games with their family.”
Fitness Ultimatum. “We see LazyTown as being the per-
LazyTown Entertain- fect licence to introduce active games
ment has agreed the to what has previously been an area
terms of a licensing that has come under fire for making
agreement with Re- kids lazy. These are going to be the
doubt, a division of Re- healthiest games on the planet!” said
bellion, which will see Simon Kay, Business Development Di-
LazyTown interactive rector, AT New Media.
exercise targets for children. The TV games launched for PC, Nintendo Wii “Redoubt has a dynamic development
ad was produced by Aardman Anima- and DS, Sony PlayStation 3 and other team with lots of experience of making
tions and showed ‘claymation’ figures console and handheld platforms, in great games,” commented John Walsh,
playing a dance mat game. what they hope will be amongst the Studio Head, Redoubt, “As part of the
Nintendo Wii has led this revolution, first truly active games for pre-school Rebellion group of companies, we re-
introducing games using its motion children. ally set our sights on securing the fan-
sensor controller that have attracted The licence was brokered by AT tastic LazyTown license. The notion
a much wider audience than tradi- Brands, the division of AT New Me- that games are bad for kids is totally
tional console games. Friends and dia that provides expertise to brand unjustified and outdated; after all, how
relations of all ages are enjoying the owners, as LazyTown’s specialist many books and TV programmes en-
active and sociable fun of games such worldwide licensing agency for the courage kids to get up off the sofa and
as Wii Sports. interactive games category. do some exercise and monitor their
Sony PlayStation will soon be available The highly acclaimed children’s TV se- progress?”
138
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188
Produced with Yudu - www.yudu.com