The government hopes the tie-up with the star of children's TV show Lazy Town will encourage its target audience of two to five-year-olds to eat more 'sports candy' the name for fruit and vegetables in Lazy Town and to lead more active lifestyles. To capture kids' imaginations, activity packs containing recipe cards and wall charts will be sent out to 3,600 Sure Start centres.
Eating well and being active was crucial, especially at an early age, said public health minister, Anne Milton. "Sportacus is a great role model for children and exactly what we need to get them and their parents being healthy."
Sportacus topped a list of the healthiest children's TV characters based on their activity levels. Scooby Doo was rated second [PCP Research Consultants].