LazyTown to get the UK moving more with major Department of Health Tie Up

15 03 2011

UK Government to use Sportacus in drive to improve Children’s Health


The UK Government, quite rightly believes that the stars of the BBC’s LazyTown can help to turn young people on to physical activity and healthy eating.

They have held talks with Magnús Scheving, the show’s creator and superfit action hero central character, about how its success can help the government’s drive to tackle the couch potato culture.

LazyTown, aimed at four- to seven-year-olds and screened on the CBeebies channel, is widely admired. In it the athletic, acrobatic Sportacus, played by Scheving, tries to persuade the children ofLazyTown to take part in physical activities and to ignore junk food-eating Robbie Rotten, who wants them to be lazy.

The Conservative Government first turned to Scheving when in opposition and he attended a party ideas-finding session on obesity hosted by David Cameron. The Icelander won plaudits from UK health professionals by walking on to the stage of a National Obesity Forum conference on his hands.

A Government spokesman said, “Hitching to the LazyTown chariot stands a very good chance of succeeding with pre-school and primary school kids. Sportacus is a cult with kids, and Magnús Scheving and his team are brilliant marketers.”


Fantastic news indeed and again indicates that the opportunity to exploit LazyTown in movement based computer games experiences is a significant one with this message continuing across the World.

This news in the UK comes swiftly behind the news that LazyTown have a new US broadcast partner in NBC.

Contact Simon Kay via if you would like to know more concerning interactive games and apps opportunities for LazyTown.



Sportacus to Move the App World

9 11 2010

iPhone Apps targeted for January launch

LazyTown Logo

Lazy Town License Info

We are pleased to announce that Sportacus and all his friends from LazyTown will be bringing their message to the iPhone in early 2011.

Traditionally a time of year when many Parents look to get Active, LazyTown and AT New Media want to assist in moving not only Parents but of course the World, and that includes children and fans of the LazyTown TV Show.

Details on the 2, yes two, products will be available shortly.

Simon Kay, Business Development Director of AT New Media says, “Apps have become a phenomenon over recent times, and the iPhone continues to set the pace. With so many Families now using the platform, it offers a new route for LazyTown to spread the message of healthy lifestyles in its own unique way.”

Watch out for further announcements on the growing interactivity of LazyTown and the show’s continuing drive to educate the World through multiple products.


New Interactive Opportunities for Sportacus!

11 08 2010

Contact us now for exciting LazyTown Openings!

LazyTown Logo

Lazy Town License Info

We are pleased to announce that more interactive platforms have been made available for the licensing of LazyTown.

If you are interested in learning more about these exciting opportunities and how your development talent could be matched with the creative energy of LazyTown, please contact us at your earliest convenience.

LazyTown continues to be a fantastic global performer and Sportacus continues to make people move around the World!

AT New Media is proud to be working with LazyTown to maximise new revenue streams in the interactive space.

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