Nickelodeon Comes to Toy Fair with a Brand-New Line of Playthings for Nick Jr.'s Newest Hit Show, LazyTown

Nickelodeon Comes to Toy Fair with a Brand-New Line of Playthings for Nick Jr.'s Newest Hit Show, LazyTown

NEW YORK, Feb. 17 /PRNewswire/ -- Nickelodeon, the number-one entertainment brand for kids, encourages kids to get up and move with a new product line tied to LazyTown, Nick Jr.'s newest preschool show. To support the show's launch, Fisher-Price brings LazyTown to life with the introduction of a new line of interactive and role-play toys that incorporate the show's energy and characters. The product will make its debut at Toy Fair 2005, Feb. 21-23, in New York City.

"We're thrilled to partner with Fisher-Price on the LazyTown product launch," said Leigh Anne Brodsky, President, Nickelodeon & Viacom Consumer Products. "The show is a huge hit among preschoolers and our new products not only enable them to get up and be active, but they also give fans another way to enjoy their favorite TV show through interactive play."

LazyTown debuted in August 2004 and is second only to Dora the Explorer as the highest-rated program on television among kids 2-5. LazyTown's debut was Nick Jr.'s highest rated premiere week in three years. Created in Iceland by professional athlete and aerobic champion Magnus Scheving, the hit show focuses on Stephanie, an optimistic 8-year-old who has just moved to LazyTown. Along with the other kids in town, she is caught between a charismatic, health-conscious superhero named Sportacus, and the world's laziest bad guy, Robbie Rotten.

New LazyTown products include:

GET UP & MOVE ACTIVITY MAT: The LazyTown Get Up & Move Activity Mat motivates kids to "get up and move," just like the show. It features three activity modes that incorporate the show's energetic euro-pop music, LazyTown characters and fun phrases, sound effects and lights. It is designed to give kids the power to move, dance, sing, and even create their own LazyTown music.

ACTION SPORTACUS & STEPHANIE ASST.: The Action Sportacus and Stephanie Asst. encourages kids to move with Sportacus and Stephanie figures. With the press of a button, the figures perform a dance move and say a phrase as high-energy euro-pop music plays. The figures are articulated so kids can choreograph different moves, and they each come with two accessories.

MUSIC TRANSPORTER: The portable Music Transporter features the music of LazyTown and encouraging phrases from the show's stars that will make kids want to "get up and move!" Select one of the four characters from the backlit screen and removable headphones for private listening or through the speaker on the front for group listening.

SUPER SPORTACUS SET: Now kids can pretend to be Sportacus with this fun role-play set that comes complete with cap, goggles, armbands, belt buckle, and a magic crystal that will get them up and moving. As long as the child is moving, the crystal will light up and play songs and encouraging phrases.

STYLIN' STEPHANIE SET: Now kids can pretend to be Stephanie with this fun role-play set that comes complete with pink wig (like Stephanie's on the show), headband, cell phone, bracelets and a magic purse. As long as the child is moving, the purse will play songs and encouraging phrases.

BIG BANG BOOM BOX: This entertaining boom box features 10 fun LazyTown songs, character phrases, and spinning speakers that make it seem as though Stephanie and Sportacus are dancing and doing cartwheels. When the speakers stop spinning, Sportacus or Stephanie will point to an activity icon and encourage the child to do the activity during the next song.

Nickelodeon & Viacom Consumer Products, with retail sales of $4.7 billion, is a division of Nickelodeon Enterprises, the ancillary business arm of the network. As the top-rated cable network for more than nine consecutive years, Nickelodeon has created many of the best-selling and most popular toys for kids.

Nickelodeon Enterprises is the ancillary business unit of Nickelodeon Networks, responsible for licensing its own brands and characters as well as the properties of Comedy Central, Spike TV and non-Viacom properties. Nickelodeon Enterprises is active in all ancillary markets, including merchandise licensing, home video, interactive software, electronic media, online, wireless, book and magazine publishing, music, live tour and stage shows, theme parks and themed hotel venues. Nickelodeon Enterprises manages the largest TV-based licensing business in the world with $4 billion in retail sales. Paramount Parks, Viacom Consumer Products, Nickelodeon, Comedy Central, Spike TV, Nick at Nite and TV Land are trademarks of Viacom International Inc.

Nickelodeon, now in its 26th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in more than 88 million households and has been the number-one-rated basic cable network for more than nine consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom International Inc.


Source: Nickelodeon

CONTACT: Sara Levin, +1-212-846-8670, or Nancy Muldoon, +1-212-846-7491,
both of Nickelodeon

Web site: http://www.nick.com/


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