Grendel’s latest title, Garfield GoesToTown, will launch later this year for tablet devices. The game, designed to tackle obesity in children, will be distributed through the NHS in the UK and other healthcare insurers around the world. Utilising a pre-existing, well-known brand was important to Laning in order to get people buying into the product. “It’s hard to market something people don’t know,” he says. “So I figured if we can do this in a non-belligerent manner with a cartoon character that has a lot of marketing power, then it would absolutely help. And the first thing I thought of was Garfield because he’s a fat cat that loves to eat lasagne and doesn’t like to move a lot.” The tactic could pay dividends, reducing not only obesity in children but also the risk of people developing diabetes, heart disease or cancer later in life.