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LAZYTOWN BOOMS IN AUSTRALIA
LazyTown is a firm favourite with the Aus- here we have been really fortunate! Stay tuned, there is a
tralian public, where it was launched simul- lot more to come.”
taneously on both Nick and Nick Jr. chan- Over the past year, the show
nels in 2007; a very successful strategy by has been nominated for a
Nickelodeon, pulling in a massive 21.6% slew of awards and won
audience share. The show commenced several, including a Ger-
broadcast on ABC TV in November 2007. man EMIL award, the International
The message for kids to ‘get up and GO!’ and Children’s BAFTA, the Icelandic EDDA
‘you CAN do it!’ has been taken up by kids, Award and two EMMY nominations, most
parents and caregivers alike: the Australian au- recently for 2007.
dience has wholeheartedly embraced Sporta- LazyTown is now on air in 103 countries, and airs
cus, Stephanie, Robbie and the whole Lazy- on some of the world’s top broadcast platforms, in-
Town gang. cluding Nick Jr. US & Nick Jr. UK, CBBC, RTE, SuperRTL,
LazyTown has great partners in Austral- NRK and Discovery Latin America, YTV.
ia, with Wild Pumpkin, Roadshoww andand
Mattel, and continues to build a great
The local licensing plans in
team Down Under, where terrestrial
Australia will see Mattel re-
broadcast commitment is immi-
lease 16 LazyTown toy pro-
nent.
ducts in May, which is also the
This top-drawer team has created a
release month of the first LazyTown
‘perfect storm’ for the licensing roll out,
DVD, Welcome to LazyTown.
The licensing pro-
Other companies to be appointed LazyTown
gramme in Aus-
licensees are Hunter Leisure for costumes, wheel
tralia and New
toys, stationery and balls, NSR Toys for outdoor spor-
Zealand will be
ting goods, MJM for puzzles and board games, Clothes Scene
launching in
for apparel in Target stores, TMI for socks and underwear in
May 2008.
Target, Hot Springs for apparel in 2009 and Bensons for show
Regional Direc-
bags.
tor for Australia, Dean Koocher said,
The stage show currently enjoying a sell-out season in the UK,
“We are very pleased that LazyTown
will be brought to Australia in late 2008 or 2009.
has resonated with the children and
The LazyTown music album, including the single that reached
parents here. I am not really sur-
number 4 on the UK pop charts, will be released through
prised considering the active life-
Roadshow Music in October 2008.
style most Australians seem to lead.
There is an extensive range of books published in the United
We are underway in our plans to
Kingdom and the Australian publisher, yet to be appointed, will
build a long-term brand Down Un-
release a range of the UK titles for the Christmas market.
der via licensing and promotions. We
In order to support these initiatives, the creator and star of
are focusing on building and maintain-
LazyTown, Magnus Scheving, will visit Australia in September
ing the integrity of this lifestyle brand
2008 which will coincide with a number of key retailer promo-
by working with the right type of
tions and a major pre-school and kindergarten promotion fea-
products. The other key for us is to
turing outdoor activities and healthy eating for pre-schoolers.
work with the best partners… and
TLA 30
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