Simba has been tapped as master toy licensee for LazyTown. In addition, the property has struck deals in Mexico with the Washington Apple Commission, California Grapes and USA Pears in partnership with the USDA.
In Spain, Simba plans to release 100 different product lines in 20 categories for spring 2011, including play sets, educational games, vehicles, costumes, musical games, electronic games and outdoor toys. Also in Spain, TVE has signed a co-production deal with LazyTown to produce 26 new episodes of its popular program "LazyTown Extra."
The "Dulces Sanos" campaign has been developed to encourage the children of Mexico to consume fruits and to be active and healthy. All three of the country's national grocery retailers are participating in the campaign. The Minister of Health or Salud will also be a key partner.
In related news, an estimated 25,000 people attended a shopping mall event in Sofia, Bulgaria, the biggest attendance the shopping mall had ever seen. The mall played host to the Icelandic Stephanie & Sportacus when LazyTown came to the country to launch the series on TV7 and LazyTown magazine via Profilm.