LazyTown has been developed to become a universal licensing property: 

The uniqueness of LazyTown as a brand can be viewed through our “matrix of possibilities”. Most often children’s entertainment concepts are extended through some of these boxes with an artificial connection, while LazyTown can make logical links between the characters and all related matrix possibilities. 

THUS, THE BRANDING MAKES SENSE TO CONSUMERS.  DIFFERENT CHARACTERS MAKE WIDE-RANGE PRODUCT DEVELOPMENT POSSIBLE.

What makes LazyTown unique is that it is difficult to find other properties that can easily be interpreted into the entire matrix, e.g. from wholesome food & beverages, all types of clothing, toys & games, music, SPORTING GOODS to themed experiences.

Kids and their parents should know that we care about what we do.  We want them to understand that we will go the extra mile to make sure that they understand we are not just selling product – that LazyTown is a unique, multifaceted and dependable brand and not just a TV show, not just a logo.  Everything we do should send the same message.  And that message is reinforced by the quality of the product.