Launched with the DVD, digital, and Blu-ray release of The Angry Birds Movie, and timed with the Summer Olympics, the “Angry Birds, Happy Bodies” fitness initiative is designed to spur kids to get moving more and to enjoy being active.

The campaign—a joint effort of Sony Pictures Home Entertainment and the American Heart Association (AHA)—aims to encourage middle school children to participate in at least 60 minutes of physical activity each day, as recommended by the AHA.

The campaign also supports #ProtectPE, the AHA’s initiative to help kids get active and healthy for life by ensuring all students receive quality physical education at their school, according to a media release from Sony Pictures Home Entertainment.

“The American Heart Association is committed to providing people across the country with the tools they need to lead heart-healthy lives, and that includes kids,” says Dr Alistair B.M. Phillips, Co-Director of the Guerin Family Congenital Heart Program at Cedars-Sinai Medical Center and President of AHA’s Los Angeles County Division Board of Directors, in the release.

“Whether that means encouraging them to get at least 60 minutes of physical activity or ‘play time’ each day, or ensuring physical education classes as part of curriculums across the country, we want kids to know that physical activity can be fun and can help prevent the risk of developing cardiovascular diseases,” he adds.

[Source(s): Sony Pictures Home Entertainment, PR Newswire]