Mattel to launch Fisher-Price line for Gus: The Itsy Bitsy Knight

Mattel has entered into a multi-year global licensing agreement with PGS Entertainment for the upcoming animated pre-school series, Gus: The Itsy Bitsy Knight.

Mattel has the licensing rights to create a full line of Fisher-Price toys based on the property, including figures, playsets, plush, vehicles and more.

The show debuts in 2021 and Mattel’s toy line is expected to launch in 2022.

Gus: The Itsy Bitsy Knight follow a small grasshopper-sized boy named Gus who wishes to become the greatest knight in all the kingdom of Karamel, a medieval setting with a modern twist.

“We are always looking for new properties that offer strong, toyetic qualities,” said said Nick Karamanos, SVP of Entertainment Partnerships, 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, added: “We’re extremely pleased with the developments on ‘Gus: The Itsy Bitsy Knight,’ and with having Mattel on board.

“With leading broadcasters already set up across the world, we’re certain that Gus will bring massive success to both broadcasters and licensees. Having a partner like Mattel to expand the Gus universe is a big milestone for the brand’s growth.”

—-

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Our top 10 most read interviews of 2024

This year’s top 10 features interviews with Exploding Kittens’ Matthew Inman, Hasbro’s Angus Walker and Jazwares’ Magdalena Eichhorn.

AMIGO to meet game inventors at Mojo Pitch 2025

“We are thrilled to be back at the Play Creators Festival in 2025,” said AMIGO’s Alessandro Montingelli.

Think Influence eyes toy partners for Fisch

The popular Roblox game launched earlier this year and has over 800,000 concurrent users.

Transformers Age of the Primes figures land on Hasbro Pulse

The Transformers Age of the Primes Titan Class Thirteen Star Optimus Prime figure comes with a cannon blaster, shoulder blasters, and the Zodiac orb.

People of Play welcomes Shannon Swindle as Director

“I look forward to creating meaningful experiences, celebrating the work of toy and game designers and continuing to support the incredible people in this industry that I love so much,” said Swindle.

Rubies readies UK launch for Bluey costumes

“We are confident that Rubies’ new Bluey dress-up options will be popular with families on this side of the world, after the positive reception they received in Australia,” said Anita Majhu, Head of Licensing (Softlines) at BBC Studios.