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LazyTown Entertainment has appointed AT Brands, the division of AT New Media that provides expertise to brand owners, as its specialist worldwide licensing agency and consultancy for the interactive games category, to negotiate licensing agreements with licensees for the LazyTown™ brand and characters. Under the agreement, AT New Media aims to exploit interactive games opportunities for platforms such as Nintendo Wii®, which is the world’s best selling current console and offers games that are played whilst standing and moving, which family and friends can play together. The highly acclaimed children’s TV series LazyTown is a funny, fresh show that blends movement, music, comedy and great storytelling in a colourful, fast-paced, upside-down world. LazyTown has attracted a very large number of licensees in many countries for a wide range of merchandise. Yet, the brand has yet to be made available in the interactive games category. “We have received a lot of enquiries about LazyTown licensed interactive games, from games companies and consumers alike,” says Hrolfur Sigurdsson; Director of Global New Media Department of LazyTown Entertainment, “The category is very important yet unfamiliar to us, therefore we have appointed AT New Media, who are known to be the leading interactive games licensing specialists. We want to appoint the best licensees in the category and to co-ordinate the games with the merchandise licensed by our other agents in different territories.” “LazyTown is a fantastic property and we are thrilled that they have recognised our capabilities as the licensing industry’s unique specialist interactive rights agency,” says Simon Kay, Business Development Director, AT New Media, “We look forward to speaking with games companies about this rare and exciting opportunity.” |
