News
WAL-MART DE MEXICO AND LAZYTOWN ENTERTAINMENT ANNOUNCE A STRATEGIC ALLIANCE FOR THE BENEFIT OF MEXICO’S CHILDREN
Mexico City, Mexico, March 12, 2008.- Wal-Mart de Mexico and LazyTown Entertainment took a proactive position today in addressing the rising epidemic of childhood obesity by signing a framework agreement on a groundbreaking strategic alliance. The Wal-Mart de Mexico - LazyTown Alliance is a multi-year, all-encompassing activation strategy including a full range of innovative, healthy products, ideas and solutions for parents, engaging campaigns, community events and targeted promotions, the first of which will launch later this year.
The collaboration is aimed at delivering comprehensive healthy lifestyle solutions to Mexico’s children and families since the issue of children’s health and wellness is becoming exceedingly pressing. The result will provide parents a single destination along with access to simple solutions to raise healthy kids at affordable prices. And, for the kids, LazyTown will bring the fun, the energy and the motivation to engage them in better lifestyle choices.
Childhood obesity epidemic threatens to become one of the biggest health challenges facing this generation of children, with mortality directly attributed to obesity projected to surpass all forms of cancer combined. In Mexico, the need for immediate and effective solutions is especially urgent with the country ranking 2nd in the world in obesity, according to the Organization for Economic Co-operation and Development (OECD). The OECD study also reported a 40% increase in childhood obesity from 1999 to 2006.
With Wal-Mart de México, as the country’s number one employer and top retailer, and LazyTown, as the world’s only entertainment property dedicated to kids health, the alliance promises a unique and exciting new approach to the issue of children’s health and wellness.
“We view this partnership as an extension of Wal-Mart de Mexico’s primary mission to help people live better and of our previous experience with LazyTown in developing healthy dishes for our Children’s Menu at our Vips restaurant chain”, said Raul Argüelles, Senior Vice-President of Corporate Affairs for Wal-Mart de México, “so we are especially excited to take a proactive position in addressing such an important social challenge in Mexico”. He continued, “Fundación Wal-Mart de México has already made a strong commitment to kids health with our Play and Food Bring Health to Your Life Program at elementary schools,and I believe that this valuable alliance with LazyTown will extend that focus to our stores”.
“This is such an exciting opportunity for LazyTown”, said Magnus Scheving, creator of LazyTown and lead character, Sportacus. “I have personally been on a mission for over 15 years to motivate kids to make better lifestyle choices and it is fantastic to work with a partner like Wal-Mart de Mexico that shares in this the same vision and has the distribution to carry the message and solutions to the people”, Scheving remarked.
Wal-Mart de México and Lazy Town have worked together in the past. At the end of 2007, LazyTown and Wal-Mart’s Vips restaurant chain signed a license agreement to develop a Children’s Menu with LazyTown’s nutritional guidelines.
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About Wal-Mart Mexico
Wal-Mart de Mexico S. A. de C.V. (BMV: WALMEX) is a corporation in the retail sector whose vision is to contribute towards improving the quality of life for Mexican families. The corporation includes several formats, self-service stores (Bodega Aurrera, Wal-Mart Supercenter and Superama), membership wholesale clubs (Sam’s Club), apparel stores (Suburbia) and restaurants (Vips, El Porton and Ragazzi), as of March 7th they amount to 1,032 units. In 2008, Wal-Mart Mexico was awarded as a Socially Responsible Company for the eighth consecutive year, due in part to its Wal-Mart de Mexico Foundation which was incorporated in 2003 with the ultimate goal of supporting social development and sustainability programs with a special focus on comprehensive nutrition projects. In 2007, The Wal-Mart de Mexico Foundation promoted the volunteer efforts of more than 32,000 associates, and channeled over 334 million pesos to support 203 non-for-profit organizations, thus benefiting over 2 million people. The Foundation focuses its social activities on three main aspects: sustainable nutrition, national disaster relief activities, and sustainability efforts.
About LazyTown Entertainment
LazyTown is the only global entertainment brand which is dedicated to children’s health. Created originally as a book property (Go, Go LazyTown!) in 1995 by Magnus Scheving, an athlete of international stature, entrepreneur, producer and director, LazyTown has since been nurtured into a household name worldwide, with businesses including publishing, home entertainment, music, live theatrical shows and even a dedicated radio station. LazyTown; the television series was aired in 2004 and is now available in 53 episodes which have been sold to over 100 territories worldwide.
Contacts:
Walfred Castro
Wal-Mart Mexico
Email:walfred.castro@wal-mart.com
Phone: (55)2122.2011
Kristjan Kristjansson
LazyTown Entertainment
Email: kristjan@lazytown.com
Phone: +354-664-1704
