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April 2008 - Strategy Magazine
Upfront

Pick from abroad: Mexico
Wal-Mart de Mexico signs Sportacus

by Annette Bourdeau
page 8

Wal-Mart de Mexico is bringing in the big guns to mark its stance against childhood obesity. It just signed a multi-year agreement with Iceland-based LazyTown Entertainment, the international entertainment brand dedicated to promoting children's health whose main star is spandex-clad athlete Sportacus.

The partnership will see healthy LazyTown products in Mexican Wal-Mart locations, as well as co-branded mass campaigns, events and targeted promos later this year.

LazyTown's characters are well known from its TV, radio, theatrical, music and publishing ventures. The company was founded by athlete Magnús Scheving.

This isn't the first time the companies have worked together: last year, the retailer rolled out healthy LazyTown menu options in its in-store Vips restaurants.

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