"I've made a profit from everything I have done in life." — Magnus Scheving

'LazyTown' is basically about motivation. So what do I call motivation? I call it 'go.' The show is going to inspire kids to go. Go fishing. Go dancing. Go live.

It's a fact that kids watch TV. But if you think back, when you watched cowboy movies, you would go out and play cowboys. TV and movies motivate people.

LazyTown' is not a TV property, but a lifestyle brand for children.

Mums ask me how to get their husbands off the couch as well as asking me to marry them. But kids ask me to get their mums and dads to play with them more as well.