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.

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