Fitness-centric LazyTown has just expanded its borders to include a new UK office, which has been set up to build its Euro licensing presence.

Based in New Bond Street, the London office will concentrate on launching the Icelandic property into more European territories, and will offer direct support for agents and licensing partners.

Magnus Scheving and his team have tapped two licensing vets to lead the charge for the preschool brand outside of Iceland. Former HIT and ITV executive Katie Foster will head up the new office as director of brand & licensing, Europe. And Catrina Stock, coming off a two-year stint at Inspire GLG, has been named head of brand & licensing, Europe.

Foster was most recently global licensing director for ITV, and was responsible for licensing a wide portfolio of children’s entertainment, drama and sports properties.

The BAFTA-winning LazyTown series currently airs in 110 territories worldwide, and a live stage show based on the property is touring in the UK this month.