Itsy Bitsy Knight

Mattel pledges fealty to Gus—The Itsy Bitsy Knight

The toymaker will bow a full range of Fisher-Price products inspired by the preschool series from Technicolor and PGS Entertainment in 2022.
December 3, 2020

Mattel is going back to medieval times with Gus—The Itsy Bitsy Knight. The toymaker has inked a multi-year global licensing agreement with PGS Entertainment to create a full line of Fisher-Price products inspired by the animated preschool series.

Set to launch in 2022, Mattel’s range will include figures, playsets, plush and vehicles.

Gus—The Itsy Bitsy Knight is produced and owned by Technicolor Animation Productions. The 52 x 11-minute adventure-comedy is based on a story created by Dankerleroux and Françoise de Guibert. Featuring a medieval setting with a modern twist, it follows the titular hero as he pursues adventure with his laser sword and electric pony.

PGS is distributing Gus internationally in all regions except France. The series was first introduced to the market at MIPCOM 2018 and is set to premiere globally next year.

This agreement comes as Fisher-Price continues to contribute to declines for Mattel’s infant, toddler and preschool category. The segment saw its gross sales drop 6% in the third quarter, on the heels of previous declines in Q2 (down 21%) and Q1 (down 28%).

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