LazyTown

CONTACT _Con-41598BC6419 c s l TV
Kids Weekly, July 5, 2006

NAME: LazyTown

ORIGIN: An original idea based on the books created by Magnús
Scheving 12 years ago in his native Iceland.

CREATORS: Magnús Scheving is a writer, athlete, entrepreneur and
producer. He has been the producer and host of popular health-related
children’s TV shows, and has produced and acted in other TV productions and
commercials. Scheving is also a well-known comedian and public entertainer in
his home country and has hosted a talk show. He is now known worldwide as LazyTown's superhero Sportacus.

TV SHOW: The unique look of LazyTown combines the worlds of CGI, puppets and live
characters. The first series is 35 episodes and a further 18 episodes
began production in March of this year in Reykjavik. The state-of-the-art
LazyTown studio in Gardabaer, Iceland boasts an international cast and crew,
using one of the most advanced high-definition virtual cinematography
facilities in the world.

EXECUTIVE PRODUCERS: Magnús Scheving and Ragnheidur P. Melsted

COMMISSIONING BROADCASTER: The series was originally commissioned by Nick Jr. in the
U.S. Other broadcasters include: Nick Jr. and CBBC in the U.K., RTVE Spain,
Nick Jr. Asia, Discovery Kids Latin America, Super RTL in Germany, France 3,
YTV and VRAK in Canada, TV2 Norway and Iceland's RUV, amongst a host of
others.

TV SALES: LazyTown has been
sold in over 90 countries worldwide.

MAJOR TOY LICENSEES: Fisher-Price (Mattel) Worldwide, Hasbro (Games)
worldwide.

OTHER PRODUCTS: LazyTown has proven
strong in the traditional categories: Apparel, Video,
Publishing, Back to School, Social Expressions, Health & Beauty, etc,
and uniquely strong in categories like Sporting Goods and Healthy Foods.

ICELAND:

Branded Consumer Goods: Bottled
Water, Bread, Cards & Stationery, Diverse Games, Footwear, Fruits &
Vegetables, Piggy Banks, Sporting Goods and Supplements.

Products: Board Games, Books, CDs,
Theater, Video Events & Media Economy, Energy Book, Movie Theater, LazyTown
Games, Radio Station and the Web-site.

USA:

Toys: LazyTown Get Up &
Move Mat by Fisher-Price features
dance-along songs, games and phrases. Three different modes of play: Sportacus
Says, Dance with Me and Sound Steppin'.

LazyTownSuper Sportacus Set by Fisher-Price: Get Up And Go! Look Sporty like
Sportacus. Music and phrases keep you moving.

LazyTownStylin’ Stephanie Set by Fisher-Price: You can look stylin’ just like Stephanie.
Keep moving to hear music and phrases.

LazyTown Sportacus and Stephanie Action Figures by Fisher-Price:
Press a button for action and phrases. Action Sportacus includes a backpack and
skateboard. Action Stephanie includes a megaphone, radio and a purse.

Home Video: LazyTown DVDs: Surprise Santa (2005) with four fantastic
episodes: Surprise Santa, Ziggy’s
Alien, Miss Roberta and The Laziest Town;
New Superhero (2005) with three exciting episodes: the double-length, prime-time
special Lazytown’s New Superhero, Cry Dinosaur and Dr. Rottenstein.

Music: LazyTown CD includes 16 fun-filled songs from the popular LazyTown show, including favorites such as Wake Up, Energy, Step
By Step and There's Always A Way.

Books: LazyTown Activity and
Coloring Books: The Great Rooty-Toot Fruit Contest, Race Team and Meet
the LazyTown Gang! They feature
action-packed stories with fruit scented crayons, shiny stickers and a paint
box. The fun continues on the back covers with a Recipe Card, two cutout bike
license plates and an activity chart.

STRATEGY FOR ROLL OUT: The producers and distributors at LazyTown Entertainment believe
in placing the series on the best networks worldwide, securing the best time
slots and working with broadcasters to promote the show. They believe the
quality of the show will appeal to kids and also receive approval from parents.

LazyTown Entertainment have begun
rolling out product that is true to the brand and are careful to avoid
commercializing and 'label-slapping' on products that don't make sense to the
brand. They believe that supporting the retailers and producing high-quality
products at all times are the keys to long-term success.

In the U.S., Nickelodeon Consumer
Products has been handling the roll out of products. “They have had very good
luck with videos and books are doing very well,” says Dean Koocher, the
director of Latin America, Canada, Australia and New Zealand for LazyTown
Entertainment. “Nickelodeon made a deal with Kmart, which is supporting certain
products—a lot of the Fisher-Price products did incredibly well in that
store.”

Nickelodeon is also looking to
make deals in the foods and drinks categories. “Water is one of Magnús’s top
priorities—he loves to have LazyTown attached to water,” says Koocher.

In Canada, LazyTown Entertainment
is working with Wal-Mart and will be introducing products in August. “They have
a back-to-school launch with some of the key products. Wal-Mart up in Canada is
very strong they have some 260 stores. They got behind the brand,” says
Koocher.

LazyTown has performed very well on Discovery Kids Latin America,
and Koocher has chosen three different agents to represent the property in the
three main Latin American territories: Mexico, Argentina and Brazil. Tycoon is
handling Mexico; International Merchandising is handling Argentina, Paraguay
and Bolivia; and Exim/Character is working in Brazil.

Besides Discovery Kids, whose
signal covers the entire Latin American territory, Koocher is now selling the
show to terrestrial broadcasters in the region. “The first deal we closed was
with Venevision in Venezuela,” he says. “We’re trying to get the top stations
in each market. We’re in advanced discussions with a broadcaster in Mexico and
we are also getting offers from Brazil.”

LazyTown Enterainment is also
planning live shows in Latin America, a project Koocher feels is especially
well adapted to those markets.

In Australia and New Zealand LazyTown is launching on Nickelodeon Australia in December. In
Europe the show has performed very well on numerous channels and licensing
programs are in place in several territories.