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.”

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