Popular global children’s television brand’s first extension into interactive games

LazyTown™ Entertainment has agreed the terms of a licensing agreement with Redoubt, a division of Rebellion, which will see LazyTown interactive games launched for PC, Nintendo Wii and DS, Sony PlayStation 3 and other console and handheld platforms in what they hope will be amongst the first truly active games for preschool children.

The licence was brokered by AT Brands, the division of AT New Media that provides expertise to brand owners, as LazyTown’s specialist worldwide licensing agency and consultancy for the interactive games category.

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.

Nintendo Wii® is the world’s best selling current console and offers games that are played whilst standing and moving, which has opened up a wide market of family and friends that play together. 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 received a lot of enquiries about LazyTown licensed interactive games, from games companies and consumers alike,” says Hrolfur Sigurdsson, Director, Global New Media Department of LazyTown Entertainment, “We are very excited at working with Redoubt and its long-established and much-admire parent company Rebellion to produce games that get kids off the sofa and moving. The success of Wii Fitness and EA Sports Active prove that there’s a strong demand from consumers who want to engage in active games with their family.”

“LazyTown is a fantastic property and we are thrilled by the positive reaction of so many games companies to this opportunity in the new genre of family fun and fitness,” says Simon Kay, Business Development Director, AT New Media. “We see LazyTown as being the perfect partner to introduce active games to what has previously been an area that has come under fire for making kids lazy. These are going to be the healthiest games on the planet!”

“Redoubt has a dynamic development team with lots of experience of making great games,” says John Walsh, Studio Head, Redoubt, “As part of the Rebellion group of companies, we really set our sights on securing the fantastic LazyTown license, because we can see the very great potential for family games based on this unique and refreshing programme.”