Gus the Itsy Bitsy Knight | Source: Mattel/The Toy Book

When Technicolor Animation Productions’ Gus — The Itsy Bitsy Knight debuts next year, a full toy line will be close behind.

Mattel inked a multiyear global licensing deal with series distributor PGS Entertainment to create and market a full line of Fisher-Price toys based on the animated preschool series. The Fisher-Price collection will include figures, playsets, plush, vehicles, and more inspired by Gus — a small, grasshopper-sized boy who dreams of becoming the greatest knight in the kingdom of Karamel.

“We are always looking for new properties that offer strong, toyetic qualities,” says Nick Karamanos, senior vice president of entertainment partnerships at Mattel. “From the moment we first saw the world of Gus – The Itsy Bitsy Knight, we were drawn to its compelling story.”

Gus is said to feature a “medieval setting with a modern twist” that finds the titular hero armed with a laser sword and an electric pony as he sets out to pursue his daily adventures.

The series will launch globally next year with 52 11-minute episodes. Mattel expects its Fisher-Price toy collection to arrive at retail in 2022.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.