Mattel has signed a multi-year licensing agreement with PGS Entertainment a line of Fisher-Price toys based on the upcoming animated pre-school series, Gus – The Itsy Bitsy Knight.
Mattel and its Fisher-Price brand will develop new figurines, plush toys, toy vehicles, and play sets, with the toy line slated for wide release in 2022.
Gus – The Itsy Bitsy Knight is a pre-schooler adventure-comedy series based on a story created by Dankerleroux and Françoise de Guibert for Editions Gulf Stream.
The CGI cartoon will launch with 52 11-minute episodes, and will follow the adventures of a miniature boy, the size of a grasshopper, who wishes to become a great knight.
“We are always looking for new properties that offer strong, toyetic qualities,” said Nick Karamanos, SVP of Entertainment Partnerships at Mattel. “From the moment we first saw the world of Gus – The Itsy Bitsy Knight, we were drawn to its compelling story. We look forward to partnering with the PGS team to develop a range of preschool toys that will bring this new property to life and engage kids through play.”
Philippe Soutter, Co-Founder at PGS Entertainment, said his team is excited to have toy giant Mattel getting behind the new brand. “With leading broadcasters already set up across the world, we’re certain that Gus will bring massive success to both broadcasters and licensees,” Soutter said. “Having a partner like Mattel to expand the Gus universe is a big milestone for the brand’s growth.”