China Toy Fair


Hit Entertainment Signs Fisher-Price to Produce Mike the Knight Toys

HIT Entertainment, one of the leading providers of children’s entertainment, is finalizing plans with Fisher-Price, Inc., to market and manufacture a global master toy range for Mike the Knight, excluding the UK and Japan.

The toy line will be based on the CGI animated series, Mike the Knight, which transports kids to a world of castles, dragons, and trolls. Fisher-Price, maker of infant and preschool toys and Mattel’s largest brand, plans to develop, manufacture, and market a variety of toys and role play items for boys and girls ages 2 and up across the following categories: role play, playsets, plush , figures, and preschool toys.

The first items are scheduled to launch in the U.S. and Canada in next fall.  Fisher-Price and HIT plan to debut the Mike the Knight line at retailers in the rest of the world (excluding the UK and Japan) starting in 2014. Mike the Knight currently airs on major broadcast platforms in the U.S. (Nickelodeon and Nick Jr.), Canada (Treehouse), the UK (Cbeebies), Australia (ABC), and France (TF1), and is slated to launch in more than 20 more territories in the coming months.

This post was originally written by Leah Rocketto and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.