Magnús Scheving’s brainchild, Latibær, reached a remarkable milestone on its way to fame. Latibær signed a contract with Nickelodeon yesterday. A television station that covers 86 million homes in the United States.
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Magnús Scheving’s eleven years of development work with his idea for Latibær yesterday resulted in a contract with Nickelodeon, the largest cable television station in the United States. The agreement was signed by Brown Johnson, Nickelodeon’s head of childcare, and Magnús Scheving on behalf of Latibær. Nickelodeon belongs to one of the largest television conglomerates in the United States, Viacom.
The agreement includes Nickelodeon’s rights to show Latibær’s TV shows for the next seven years. The television station will also be responsible for the distribution of consumer goods related to television programs. Sales of consumer goods related to Nickelodeon television content have a turnover of 2.5 billion dollars a year, over 200 billion Icelandic kronas. Latibær gets a share in sales as well as all rights to the television material and consumer goods outside the United States. The value of the deal is not disclosed, but revenue from it could be huge if the shows become as popular as other Nickelodeon shows such as Rugrats and Bob The Builder.
Magnús Scheving said that this agreement was a huge milestone for Latibær. “We all emphasized that the people who have worked with me on this will continue to be involved. There was no other option but to work on the episodes here at home.” Work on the episodes will begin this autumn, but screenings are scheduled to begin next year. Stefán Karl Stefánsson will play the role of the irreplaceable Glanni glæpur in the TV shows, but a total of about a hundred people will work for Latibær during the production of the shows.
Brown Johnson said it was fascinating to work with Magnús and company on this project. “Discussions in the United States about childhood obesity and inactivity have been growing. Latibær is therefore at the right time. In addition to being good entertainment for children, great emphasis was placed on a healthy lifestyle and a healthy diet in the shows.
In parallel with this agreement, Icelandair (Flugleidir) signed an agreement with Latibær. Guðjón Arngrímsson, Icelandair’s information officer, says the project is exciting for the tourism industry in Iceland. If successful, Íþróttaálfurinn and his teammates can become to Icelanders what Lína Langsokkur is to Sweden.
note: Discussions in the United States about childhood obesity and inactivity have been growing. Lazytown is therefore at the right time.
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