Turner CN Enterprises (TCNE), the licensing division of Turner Broadcasting, today announces a raft of new agreements that will see a busy schedule of LazyTown live events roll out across Europe, Middle East, and Africa (the EMEA region) from 2014.
As the only truly global health brand for children, LazyTown’s Sportacus and friends will motivate kids to lead an active lifestyle through a roster of high energy live shows and meet and greets where the characters will interact with young audiences at popular retail and family destinations.
Leading preschool live entertainment firm MEI is signed to manage ticketed live appearances for LazyTown in the Middle East and Africa. The partnership with MEI marks a shift up in gear for Turner’s live events programme in the Middle East, which has been gaining momentum over the summer. LazyTown featured on the bill within the Cartoon Network Village as part of Summer in Abu Dhabi Festival for Children at Abu Dhabi’s National Exhibition Center. The show drew record crowds over its 14-week run beating off stiff competition from Ben 10, Bananas in Pyjamas, Dexter’s Laboratory and the Powerpuff Girls to be named Cartoon Network’s best attended show of the festival buoyed by its cross gender and multi demographic appeal.
In the UK, a new stage show production from MEI is currently in development and will tour the country from Q2 2015. Producer Ministry of Fun has acquired the rights to manage non-ticketed meet and greets and live events and it will be responsible for manufacturing all the stage show costumes for EMEA partners. The new agreement adds to Ministry of Fun’s current remit of managing mini-shows and character appearances for the brand in the UK.
In addition to these territories, Terernggen Show Productions in Germany and CA in Spain have both extended their agreement with TCNE and will now be managing non-ticketed meet and greets with Sportacus to drive footfall at shopping centres and family festivals.
“LazyTown has its roots in live entertainment and creating opportunities for kids to physically interact and engage directly with the characters is central to Magnus’ original vision for the brand,” says Alan Fenwick, Vice President, Turner CN Enterprises. “Our partnerships with leaders in their field like MEI and Ministry of Fun are part of an overarching strategy to build an all encompassing events programme that gives fans of the show multiple touch points and also provides an exciting entry point for those coming to it for the first time.”
The events will enhance consumer engagement and increase exposure for the brand in key EMEA markets, which will be underpinned by a pipeline of fresh broadcast content. Series 3 of LazyTown is currently on air and syndicated on FTA and digital networks that reach 125 million homes throughout EMEA and Series 4, which is currently in production, confirms broadcast syndication through to 2015.
Fenwick continues, ‘”Expanding LazyTown’s live events programme reaffirms our commitment to creating strong content platforms and ensures an on-going calendar of LazyTown activity which will be vital to driving growth and attracting new licensing partners in the EMEA region.”
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