Yesterday FISHER-PRICE introduced new toys based on LazyTown by Magnús Scheving. Magnús says this is part of the agreement with the Nickelodeon TV station, which broadcasts LazyTown in the United States. They collaborate with various other companies regarding marketing. Magnús points out that the television station has a number of programs in its pipeline, but only a few of them become products, such as toys.
“They may have a hundred TV shows, but there are maybe five that will be produced” says Magnús, who says he is extremely satisfied with the way things are going. “Normally toys don’t come out until 18 months after the series starts. This is unusually early” says Magnús.
The toys are intended for children between the ages of four and seven. The production will be everything from dolls to airships, according to Magnús, and he adds that the intention with the toys is to encourage children to move.
Magnús says that Nickelodeon has also made agreements with book publishers such as Random House for the publication of eight LazyTown books in the United States this year.
He says that there is a fight for the toy rights to LazyTown in Europe. He says he has just returned from Germany, where he attended Europe’s largest toy fair.
“The largest players in toy production in the world are fighting over who gets “Lazytown” in Europe” Magnús says regarding the next step.
When asked, he says that the shooting is over and these days they are working on sound and post-production. It went very well. He hopes to produce new shows this year, but an inquiry has been received from Nickelodeon to that effect.
LazyTown is broadcasted in Germany, the Nordic countries and South America this year. The episodes started in Canada at Christmas, and there the show reached the top spot in the audience in just 30 days, according to Magnús, who was quite happy with the results.
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