14 JUN, 2012

HIT Entertainment, one of the world’s leading providers of high quality 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 & Japan). 

The toy line will be based on the CG animated series, Mike the Knight, a heroic new series co-produced by HIT Entertainment and Nelvana, that transports kids to a world of castles, dragons, and trolls. With his rallying cry, “Be a knight, do it right!”, Mike brings the excitement and enchantment of medieval times into the life of the modern preschooler.  Mike the Knight currently airs on major broadcast platforms in the US (Nickelodeon and Nick Jr.), Canada (Treehouse), UK (Cbeebies), Australia (ABC) and France (TF1), and is slated to launch in more than 20 more territories in the coming months.  

Fisher-Price, the leading 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

  • Preschool toys

Fisher-Price and HIT plan to launch the first items at retailers around the world in Fall 2013 (excluding the UK and Japan). 

“Following a successful broadcast premiere around the world, we are thrilled to launch Mike the Knight toys with Fisher-Price next year for our newest member of the HIT portfolio,” said Pam Westman, Regional Head, The Americas, HIT Entertainment.  “Mike the Knight has captured the imaginations of boys and girls alike with its enriching story lines about missions, castles, dragons and adventures, and Fisher-Price’s expertise in creating high quality toys will enhance the Mike the Knight play experience for children around the world.  The toys are the cornerstone of a wide global consumer products range for Mike and his friends in the land of Glendragon.”

“We have great enthusiasm for the Mike the Knight property and are excited to introduce the first toys to the character’s growing fan base,” said David Allmark, Executive Vice President of Fisher-Price Brands at Mattel Inc. “The series will come to life in a charming line-up, aided by some ingenious little surprises that we’ll reveal during Toy Fair 2013.”

Nelvana Enterprises represents the series in broadcast and home entertainment in Canada and France as well as broadcast in the US and Latin America, while HIT Entertainment represents Mike the Knight in all other territories globally.  For more information, please visit www.miketheknight.com


About HIT Entertainment

HIT Entertainment is one of the world's leading children's entertainment producers and rights owners. HIT Entertainment is a division of Fisher-Price.  HIT’s portfolio includes properties, such as Thomas & Friends®, Mike the Knight™, Fireman Sam®, Bob the Builder®, Barney®, Angelina Ballerina®, Pingu® and Rainbow Magic®. Launched in 1989, HIT’s lines of business span television and video production, content distribution, publishing, consumer products licensing, digital media, and live events and has operations in the UK, US, Canada, Hong Kong and Japan. For more information, visit www.hitentertainment.com

About Fisher-Price

Fisher-Price, Inc., a subsidiary of Mattel, Inc. (NASDAQ:MAT) located in East Aurora, N.Y., is the leading brand of infant and preschool toys in the world.  The company's legacy of high quality toys has enhanced early childhood development for more than 81 years.  Some of the Company’s best-known “classic” brands include Little People®, Power Wheels®, View-Master® and Imaginext®.   Fisher-Price is also a leading developer of baby gear products (infant swings, bouncers, high chairs), as well as a wide array of character-based toys inspired by high quality children’s programming such as Dora the Explorer™, Mickey Mouse Clubhouse and Thomas & Friends®.  The Company’s website, www.fisher-price.com, as well as its Facebook page, www.facebook.com/fisherprice provide valuable information and resources to parents and grandparents around the world.

To download artwork, please visit www.hitnewsonline.com.






HIT Entertainment                                                         

The Americas                                                                     UK & International

Noelle Dong                                                                       Sarah Georgiakakis

D: + 1 646-467-5336                                                         D: +44 (0) 207 554 2560

ndong@hitentertainment.com                                 sgeorgiakakis@hitentertainment.com



Fisher-Price Worldwide

Juliette Reashor


D: + 1 716-687-3354