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LazyTown Partners for Equipment

LazyTown and U.K.-based Youth Sport Direct have collaborated on a new range of child-friendly products for a Sports in Your Backyard branded line of products. The first Training Buddies were installed outside at Loughborough University in Leicestershire,

The first Training Buddies were installed outside at Loughborough University in Leicestershire, U.K. The equipment pieces are fitness training tools to improve posture and technique, they can be used to do a variety of exercise including squats and press ups.

Additional products will roll out by next spring, including the ThrowAll, the TriBat and the ActivSeat. In addition, the Sports in Your Backyard will launch game cards, a DVD and a website where kids can join the LazyTown Team and register their activities.

"I felt that the current offerings in the market were only replicating sports equipment as toys," says Agust Ingason, executive vice president of LazyTown. "The vision we had was to set a new standard in activity products for kids. We knew that they needed to be creative, energetic and irresistible so that children would want to experience them again and again. We concluded that Youth Sport Direct had such an impressive history, it was the company we needed to work with to achieve this."

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