Mattel, PGS Strike ‘Itsy Bitsy’ Toy Deal

A toy line is underway for “Gus – The Itsy Bitsy Knight.”
License Global

December 4, 2020

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Mattel has announced a multi-year global licensing agreement with PGS Entertainment for the upcoming animated preschool series “Gus – The Itsy Bitsy Knight,” produced and owned by Technicolor Animation Productions and set to launch in 2021.

“We are always looking for new properties that offer strong, toyetic qualities,” says Nick Karamanos, senior vice president, 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.”

“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 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. Armed with his laser sword and mounted on his electric pony, Gus never misses an opportunity to pursue adventure and win the day.

“We’re very excited about this new partnership with Mattel on the property,” says Sandrine Nguyen, managing director, Technicolor Animation Productions. “Seeing some early concepts from them, we know that the Mattel team really understands the brand DNA and unique modern-meets-medieval universe. We think kids all over the world will absolutely love what they’re creating.”

As part of the agreement, 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, which is expected to launch in 2022.

“We’re extremely pleased with the developments on ‘Gus – The Itsy Bitsy Knight,’ and with having Mattel on board,” says Philippe Soutter, co-founder, PGS Entertainment. “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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