“When kids see the LazyTown characters with pears, it resonates that it’s an item that is healthy to eat and that will keep them feeling great,” Mather said.
The promotion includes floor decals, wobblers, recipes and a website, as well as in-store and in-school character appearances.
“These events are really fun, and a lot of kids come dressed as their favorite characters,” Mather said.
Sportacus gets the children active, sometimes doing jumping jacks or other activities, so the events are held in a location where people can gather.
At the school assemblies, each child is given a pear after the show.
“We have back to school-aimed point-of-sale materials, and recipes for items such as pear salsa,” Mather said.
Buddy Fruits, U.K.
LazyTown also is working with Coral Gables, Fla.-based Ouhlala Gourmet Corp., which markets the Buddy Fruits brand, and is developing a nationwide campaign with them.
Whitney says the show is really ramping up in the U.S., and that the show has been instrumental in increasing the fruit and vegetable sales in other countries where the brand is more established.
“In the United Kingdom, we saw an increase of 40% in sales for Great Stuff, a private-label produce brand for kids. It’s been a remarkable increase,” he said.