Latibær for sale

Magnús Scheving has been playing for Icelandic children for decades. He has created his own world, Latibær, which he is in the process of selling to American corporations. He says that Latibær could become Disney Iceland.

Magnús Scheving is a wonderful man. I really do not know where to start describing him because Magnús is so much. He is a carpenter, aerobics master, writer, CEO, radio director, teacher, leader, actor, salesman and ‘entrepreneur’ which is an extremely cool word and has been translated into Icelandic as an entrepreneurial poet. Magnús is the CEO of Latibær which is a company that promotes health and wellness in the lifestyle of children.

Latibær is located at Lágmúli and there is a pool table in the office. In fact, it does not only show books, magazines, CDs and other stuff that is all connected to Latibær. Latibær is not just a play or a CD or a book but a way of life and for the past eleven years Magnús has worked hard to make Latibær an export product. Most of the time has gone into the US market and issues are at a very sensitive level these weeks. Many well-known American companies in the entertainment industry are fighting for the heat.

“This will be a TV series of 52 episodes that would be broadcast to 90 million homes. This could be one of Iceland’s largest exports” says Magnús, “an attraction such as Legoland in Denmark, the Mummy in Finland, Disneyworld in France, Tintin in Belgium and so on.” Magnús and I sit at a table he made by himself. There is Latibær water on the table and a large plate, full of fruit. Magnús says he is going to explain to me some things in Latibær’s eleven year career.

READ MORE:
https://articles.lazytown.eu/2003/06/21/latibaer-for-sale