Mattel Inc. is adding to its roster of preschool brands, signing a multiyear global licensing agreement to create a full line of Fisher-Price toys based on “Gus — The Itsy Bitsy Knight.”

The El Segundo-based toy manufacturer will develop a line of figures, playsets, plush toys and vehicles based on the show.


The animated character stars in a 52-episode comedy adventure series produced and owned by Technicolor Animation Productions and managed by PGS Entertainment, both based in Paris.


Mattel expects to launch its line of Gus products in 2022.


“We are always looking for new properties that offer strong, toyetic qualities,” Nick Karamanos, Mattel’s senior vice president of entertainment partnerships, said in a statement. “From the moment we first saw the world of ‘Gus — The Itsy Bitsy Knight,’ we were drawn to its compelling story.”


Brothers Philippe and Guillaume Soutter co-founded PGS Entertainment in 2008 and opened an office in Playa Vista in 2016. The company provides media distribution for a number of children’s shows, including “The Little Prince,” “Iron Man,” “Super 4,” the “Playmobil” movie series, “The Jungle Bunch,” “Miraculous” and “Alvin and the Chipmunks.”


Mattel also announced the hiring of Jonathan Anschell as its new chief legal officer and secretary. He will replace Robert Normile, who joined the company in 1992.
According to a filing with the Securities and Exchange Commission, Normile will continue in his current role through the end of the year and will then serve as an executive adviser through April.


Anschell most recently was general counsel for New York-based ViacomCBS, where he oversaw legal teams for entertainment and news at CBS and the domestic and international legal affairs team at ViacomCBS cable networks including MTV, VH1, Comedy Central and Showtime.


He also spent 15 years at CBS Corp., splitting his time between Los Angeles and New York.

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