British ministers are considering roping in a famous children's character to help them tackle obesity.
They hope the BBC children's programme Lazytown, which sees the athletic superhero Sportacus persuade kids to stop playing video games and be active, can promote healthy eating and exercise, reports the Daily Mail.
Health Secretary Andrew Lansley has held talks with the show's producer Magnus Scheving over how the show's characters could be used to encourage children to eat less junk food and run around outside, rather than playing video games.
The show, aimed at four to seven year olds, was originally created in Iceland and first aired in Britain in 2006.
Each episode centres on Sportacus encouraging the children of Lazytown to abandon their video games and ignore baddie Robbie Rotten, who wants them to be unhealthy.
The ministers now want to use the characters as part of the Change4Life campaign, although it is not yet clear how the drive will work.
Sportacus was introduced to Prime Minister David Cameron and Lansley while the Conservatives were still in opposition and he has been recognised by health professionals.