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 of Iceland. The show was a huge success and ran for four years, seen by nearly every child in the country. The first TV series were aired 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 remain the company’s core asset and it continues to be broadcast worldwide to a recurring market of pre-school children. In the Spring of 2013, LazyTown Season 3 will be aired in the UK and the USA. The concept was bought by Turner Broadcasting in the autumn of 2011, but Magnus Scheving held his title as the CEO of LazyTown Entertainment.