Fisher-Price partners with PGS Entertainment to launch Gus – The Itsy Bitsy Knight toy line

Mattel has entered into a multi-year global licensing agreement with PGS Entertainment to launch a full line of Fisher-Price toys based on the upcoming animated pre-school series, Gus – The Itsy Bitsy Knight.

Under the agreement, Mattel and its Fisher-Price brand will develop new figures, play-sets, plush, vehicles and more. The officially licensed toy range is tipped to launch in 2022.

Gus – The Itsy Bitsy Knight is a comedy adventure series based on a story created by Dankerleroux and Françoise de Guibert for Editions Gulf Stream. Presented in CGI animation, the show, which will initially consist of 52 11-minute episodes, will 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. From the moment we first saw the world of Gus – The Itsy Bitsy Knight, we were drawn to its compelling story,” said Nick Karamanos, SVP of Entertainment Partnerships, Mattel.

“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, 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.”