LazyTown Creator Magnus Scheving is a lecturer, writer, producer, entrepreneur, and former two-time European Champion in competitive aerobics. After extensive public speaking around the world, Scheving realized that wherever he went, parents always asked him the same basic questions about exercise and nutrition for children. He created LazyTown in 1991 in response to those questions — to help parents raise healthy kids, and to inspire kids to lead healthier lives.

In the seven years since he introduced the concept with a bestselling book, Go, Go LazyTown!, Scheving has built LazyTown into a household name in his native Iceland, beloved by kids for its entertainment value and by parents for its healthy message. Mr. Scheving’s company, LazyTown Entertainment LLC, spans a variety of businesses including publishing, theatrical musical productions, live events, apparel, games, music and a radio station.

The Company has been delivering pro-health and positive social messages in an entertaining and nonviolent way and produces only material which can stand up to scrutiny from an artistic point of view as well as an ethical one.