Creator, director and protagonist of the successful children’s television series LazyTown, Scheving has taken advantage of his infectious creativity and entrepreneurial spirit to convert an idea to promote the nutrition and health of children into a global brand. The TV series has been broadcasted in more than 170 countries, reached over 500 million homes and won awards including a BAFTA, renowned US Telly Awards, and has received two Emmy award nominations.
Magnus Scheving founded LazyTown Entertainment in 1992, initially with the publication of a children’s book. The company is responsible for producing books, videos, games, and sporting goods with the mission to promote fitness and a healthy lifestyle to children. 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 remains the company’s core asset and it continues to be broadcast worldwide.
In 2011, the global brand was bought by Turner Broadcasting but continues to follow Scheving’s philosophy that profitability and responsibility go hand in hand and that true success is achieved when everyone wins.