Magnús Örn Eyjólfsson Scheving (born 10 November 1964) is an Icelandic entrepreneur, actor, writer and former competitive athlete best known as the creator and public face of the children's franchise LazyTown. Trained in athletics and movement arts, Scheving turned his interest in health promotion into a media project aimed at encouraging children to adopt active lifestyles and better dietary habits.
Career and the creation of LazyTown
Scheving co-founded LazyTown Entertainment and developed a mixed-media children's television series that combines live action, puppetry and digital effects. The program, widely known as LazyTown, was designed as an entertaining vehicle to teach children about exercise, play and nutrition. Scheving served as CEO of the company and was closely involved in the creative direction, writing and production of programs and related stage productions.
The role of Sportacus and public message
On screen Scheving starred as the athletic protagonist Sportacus, a heroic, high-energy character who models daily exercise, healthy eating and positive habits. Sportacus’s actions and the show’s recurrent themes emphasize movement, outdoor play and making nutritious food choices rather than sedentary behavior. That combination of entertainment and health education became the distinguishing purpose of the franchise.
Background and influences
Before television, Scheving trained and competed in movement disciplines and developed a reputation as a fitness professional in Iceland. His experience in sports, public demonstrations and educational outreach shaped the practical and motivational elements of the LazyTown concept. He has also written and adapted material for children, drawing on experience as a performer and producer.
Impact, other work and distinctions
LazyTown reached audiences beyond Iceland through international broadcasts and dubbed versions, making its themes familiar to families in many countries. Beyond the television series, the brand has included live shows, books and licensed products intended to extend the program’s educational goals. Scheving’s career combines entrepreneurship with a public-health focus, using popular media to promote physical activity among children.
Notable aspects
- Creator and co-founder of LazyTown Entertainment, serving in executive and creative roles.
- Portrayed Sportacus, the energetic lead character who champions exercise and healthy habits.
- Worked to translate athletic experience into accessible messages for young audiences.
- Expanded the franchise into stage performances, published material and international broadcasts.