Magnus Scheving, founder of the children's television programme LazyTown, has told Leisure Opportunities that he believes the concept has more to offer the UK market.

The brand has recently joined forces with both Fitpro and the Change4Life initiative to increase the number of young children taking part in physical activity, but Scheving is not ruling out further collaborations.

Scheving said: "The person I think could really help would be Sir Richard Branson and I really want to meet him because he's a guy who I think really understands this.

"I think he would get it and would understand what's needed to be done to get a country moving. The execution is not difficult, it's about funding."

LazyTown has now entered into a partnership with Turner Broadcasting System, which will see new episodes of the programme made for the UK audience.

Scheving said that the brand would be Turner's sole entertainment offer for young kids and pre-schoolers, and has predicted that the move will further enhance LazyTown.

"NowTurner has bought LazyTown, we're doing more episodes and there's a big niche in the market for this. We are filming the new series and it is going to take sport to a higher level," he added.