About

LazyTown is a children’s entertainment brand dedicated to promoting health and wellbeing in a fun way.  This is its unique selling point, and by remaining committed to this, LazyTown Entertainment has been able to develop the brand with integrity and authenticity.

Magnus Scheving came up with the LazyTown concept and the company was formed in 1992, initially with the publication of a children’s book.  This led to a live show, in his home country, Iceland, that was a huge success and ran for four years, seen by nearly every child in the country.  The first TV series came later, in 1999 and then moved into further, brand-related merchandise.  In 2003, a deal was signed with Nickelodeon which helped take the TV series global.  Today, the high-definition television series consists of 53 LazyTown episodes, and 26 LazyTown Extra episodes produced with the BBC, and is currently broadcast in 128 countries.  The TV series remains the company’s core asset, and it continues to be broadcast worldwide to a recurring market of pre-school children.

LazyTown is the fictional home of Sportacus, Stephanie, Trixie, Pixel, Ziggy, Stingy and Robbie Rotten. The four puppet characters – Ziggy, Pixel, Stingy and Trixie – represent some of the challenges all kids face in daily life.  Ziggy likes sweet things and struggles to make healthy choices; Pixel has to learn to monitor his time on the computer and TV; Stingy has a hard time sharing; and Trixie is learning to make friends and not hurt other people’s feelings by saying the wrong things.  Sportacus is the larger-than-life action hero, who is the flipside of Robbie Rotten, representing positive and negative approaches to life.  Stephanie is visiting LazyTown and her enthusiasm about making healthy choices helps pull it all together.

"LazyTown is on a mission to move the world to be a healthier place.  When we get kids moving, we get their families moving.  And when families move, we are one step closer to moving the world. Move the body, move the mind, every day."
                Magnus Scheving, Founder & CEO of LazyTown