Turner Broadcasting Lands First FMCG Deal for LazyTown in the UK
Turner Broadcasting today unveils details of a major FMCG deal it has struck with leading UK juice supplier, Gerber Juice Company, for its pre-school franchise, LazyTown. The two year deal will initially see a range of nutritious drink products launch in over 300 Sainsbury's stores nationwide, after which a full retail roll-out will commence.
Carrying the tagline ‘it's one of your five a day', all LazyTown drinks will be free from artificial sweeteners, flavours, colours and preservatives, meeting the needs of parents for healthy and convenient products that are fun and appealing to children. The range - which will include Fit Fruits, Smoothies and Super Squash - will come in three appetising flavours based on inspirational characters from the show, ‘Sportacus Apple & Blackcurrant', ‘Stephanie Lemon & Lime' and ‘Robbie Rotten Orange & Peach'. Gerber will also produce LazyTown branded natural spring water.
Since Turner Broadcasting acquired LazyTown in September 2011, the partnership with Gerber marks its first deal for the brand in the FMCG market and is a significant step towards the licensor's ambitions of making LazyTown into the world's leading healthy lifestyle brand for children.
Catrina O'Brien, Senior Sales Manager, Pre-School at Turner Broadcasting, EMEA, said: "We are committed to partnering with market leaders for official merchandise that truly reflects our brands. Gerber fully understands the LazyTown ethos and is the perfect partner to produce 100% healthy drinks that share the same goals and values of the property. We're really excited about this partnership and the initial range - which we hope will mark the beginning of a successful beverage catalogue."
Graham Saltmarsh, UK Licensing Director, Turner Broadcasting, adds: "At a time when there is so much focus on healthy eating, it is fantastic to have a brand like LazyTown in our portfolio which lends itself so superbly to healthy food and drinks products for kids. The Gerber Juice drinks range is perfect to initiate our UK licensing and merchandising programme for LazyTown and we look forward to seeing product hit shelves on 22nd March."
To support the launch, Gerber is planning an extensive marketing campaign which will involve in-store promotions, including appearances from Sportacus, and events which will take place later in the year. Retail reaction to the new line of LazyTown drinks has so far been positive and following the initial launch with Sainsbury's, full retail distribution is expected.
Marnie Millard, Commercial Director of Gerber Juice Company, comments: "We see a gap in the market for healthy drinks and water that actively promote kids' health through a connection with a popular and aspirational programme such as LazyTown. We're very proud of this association and we're confident that these new products will be perfect for parents who want healthy, convenient and appealing drinks for their children."
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Acquired by Turner Broadcasting in 2011, LazyTown is a leading and highly respected children's entertainment brand that promotes health and wellbeing to pre-schoolers in an energetic and fun way. Starring its creator, former athlete Magnus Scheving, the TV series is broadcast in over 170 countries and to 500 million homes worldwide.
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