Meet the man who has stopped kids being lazy

"I'VE never met a kid who doesn't want to move. If a child isn't moving, then something's wrong," explains Magnus Scheving, the man behind the LazyTown phenomenon and reason why kids in 103 countries are changing their attitude to food, exercise and health.

Magnus became Iceland's answer to Jamie Oliver when he retired from an international aerobics career and turned his attention to the growing obesity crisis in his homeland.

He created LazyTown in the early 90s to help parents raise healthy kids, and to inspire kids to lead healthier lives. Since then it's become an award winning global TV smash with spin off merchandise and an all-singing all-dancing stage show.

But like every superhero, Magnus's work is far from done. He's bringing his show to Sheffield to spread the word to the one in six British kids who are obese.

Like the original television show, aired in the UK on CBeebies and Nickelodeon, the show will see Sportacus battling villainous junk-food junkie Robbie Rotten with a cast of colourful helpers.

Away from the cartoon capers, however, lies a powerful message and one Magnus is only too keen to continue promoting across the globe.

"No one told me how to raise healthy children and I was struggling like everyone else," recalls dad-of-three Magnus, in his cool Icelandic drawl.

"Most food at the supermarket is pre-packaged and commercial and it's hard for parents.

"A lot of parents don't have time to cook or think about food but LazyTown has opened up the discussion. When we talk about healthy eating it can be confusing. It's different for a little girl who is seven or a man who's 45.

"LazyTown has tried to give ideas how to raise healthy children."

Magnus, a two-times European aerobics champion and gym-owning entrepreneur, came up with the LazyTown concept while training for major finals. Realising there weren't any healthy role models for Icelandic kids, he set about creating one.

When his athletics career finished he researched his ideas and LazyTown was born.

"The response that I got when I started talking to the parents and kids was overwhelming.

"They were so happy to discover that someone was taking an interest in getting their opinions about these issues. I learned so much from them."

He used that knowledge to write his first book Go, Go, LazyTown. A radio station and musical followed as did the part-animated television programme which Magnus directs and appears in.

"I wanted to motivate children and their parents.

"I think we've gone a little bit off the wrong track. Obesity is going up, even in countries like China.

"Parents already know there's a problem but they need solutions."

Although Britain is at the forefront of the obesity epidemic, Magnus says he's impressed by how motivated parents are to change their ways.

"In the UK parents really want to do something but there has been no idea of how to start kids off.

"There are programmes for grown ups, fitness clubs and gyms, but not for children."

LazyTown, is playing its part in the obesity battle, not least in Magnus' native Iceland.

According to Iceland's Surgeon General, LazyTown has been a key element in stopping the children's weight gain in the past 10 years.

During one campaign fruit and vegetable consumption went up 12.5 per cent.

"When we did the live shows in Iceland we had a huge impact on the country. We featured mini carrots, you know the baby ones, and they sold out everywhere. They couldn't import them quick enough. We never really mentioned 'go out and eat carrots' but the kids did," explained Magnus.

"We get millions of emails from parents asking questions. They really want to help their kids just need a few suggestions."So what are Magnus' top get-healthy tips?

"Make it fun. Exercise, for instance, has to be fun. If I say to my son 'come outside and exercise and you'll get great thighs' he wouldn't be interested.

"But if it's fun then he'll want to play and when he gets to 35, yes, he'll have great thighs.

"Everyone needs to step forward and just do it. Start getting fit and think what you're eating. That's where LazyTown works well.

"We took the LazyTown concept to television because we wanted to bring the message to the widest possible audience. "I really believe very strongly in our message and TV was the best way to reach more people.

"Plus, I wanted to show that TV could be a great way to motivate kids. Even though many people say TV creates lazy kids, our show has proven that kids will get up and jump around and dance and move if they can see something that encourages that.

"It is one thing for kids to read about health or nutrition in a book, or hear a lecture from a teacher or parent, but it is something completely different when you can show them exactly what you mean in a fun and exciting way."

LazyTown Live comes to Sheffield City Hall on February 13 and 14. Tickets start from 12 adults and 10 kids.Fat Facts

Obesity takes an average of nine years fom our lifespan.

Half of primary school-aged boys will be obese by 2050.

Two thirds of British adults are currently either watching their weight or actively trying to lose some.

The number of children achieving their 5 A DAY target has increased by 13 per cent in two years according to a new report by the Department of Health.

Increasing physical activity among young people is one of the key ways to tackle obesity. Inactive children tend to remain inactive as adults, which means their risk of developing cardiovascular disease, cancer and osteoporosis in later life is increased.