Retail Merchandiser - May/June 2012 - (Page 25)

Licensing LAZYTOWN ENTERTAINMENT A Trip to LazyTown LazyTown Entertainment sets its sights on promoting fruit and vegetable consumption in the United States through partnerships with Sprout® and Produce For Kids® after successful campaigns around the world. E at your fruits and vegetables.” This may be one of the most commonly spoken phrases by parents to their children, yet is also one that isn’t always taken to heart, if national statistics regarding childhood obesity are any indication. Many schools and federally sponsored programs try to tackle the issue by encouraging children to make better eating decisions and regularly engage in physical activity, but all of these have varying results. For LazyTown Entertainment, encouraging healthy behaviors and eating goes beyond merely reacting to recent statistics or wellmeaning platitudes. The company produces “LazyTown,” a childoriented television series airing every day exclusively in the United States on the 24-hour preschool television channel Sprout and soon-to-debut on NBC Kids, a new Saturday morning programming block premiering on NBC on Saturday, July 7. Programmed by the kids experts at Sprout and designed specifically to address the developmental needs of preschool-aged children, this new three-hour block will feature educational series like “LazyTown” that promote active, healthy lifestyles for younger children. “LazyTown,” which debuted on television in 2004 after originating as a stage production and book series, has been seen by more than 500 million children and has aired in more than 100 countries. “Many other brands are repositioning themselves as healthy role models now that there is a global crisis with children’s health,” says LazyTown Entertainment CEO and series creator and star Magnus Scheving. “We’ve been in this space of promoting kids’ health for two decades and live it and breathe it 24/7, 365 days a year; it’s in our DNA.” In the series, Scheving portrays Sportacus, a “slightly above average hero” called upon to assist pink-haired-and-attired “new girl in town” Stephanie in her efforts to encourage the residents of LazyTown to be active and play outside. Both Sportacus and Stephanie are opposed by Robbie Rotten, the “world’s laziest super villain.” Sportacus is aided in his endeavors by eating “sports candy” – May/June 2012 retail merchandiser 25

Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2012

Retail Merchandiser - May/June 2012
‘Push’ vs. ‘Pull’
Narrow Your Band
Celebrating in Style
Give a Little Something Extra
Charm City Cakes
LazyTown Entertainment
Binny’s Beverage Depot
Vallarta Supermarkets Inc.
Cintron Beverage Group
Total Wine and More
Golfsmith International Inc.
Barrow Fine Furniture
Hedahls Auto Plus
Kopp Drug Inc.
Grafton-Fraser Inc.
Intelligent Office Canada
A1 Counting Solutions
New & Notable
Focus on Licensing - May/June 2012
2012 Preview
Franchising Facts
Hello Kitty Charm
Playing It Up
Saban Brands Powers Up
Mars Retail Group
SEGA of America Inc.
Major League Baseball Players Association
Universal Partnerships & Licensing
Remington Arms Co.
Cartoon Network Enterprises
Hybrid Apparel
Agile Network
New & Notable

Retail Merchandiser - May/June 2012