For the past four years, the animated icon El Tabador has starred in Koodo mobile phone advertising campaigns.

Now former World Wrestling Entertainment Canada topper Carl Demarco has inked a deal with Telus Corp. to exploit the Koodo pitchman in other media as part of a global rights deal.

Development work has begun on a half-hour primetime family TV sitcom that, like the ads, will place a CGI-animated El Tabador in live action scenes.

Demarco’s production shingle, Camillion Corp., will start shopping the animated Mexican wrestler as a possible sitcom star at Kidscreen.

The project, now in development, would see the Koodo pitchman pursue his celebrity lifestyle by living in a mansion with an offbeat entourage, and dealing with guest stars from Hollywood and TV wrestling.

“El Tabador’s character is a natural not only for a TV sitcom, but also for any digital platform,” said Demarco in a statement on Tuesday.

Camillion Corp. is currently searching for a series showrunner, and an animation studio to complete the work for a sitcom.

“This is an excellent opportunity for Koodo to break the traditional barriers of marketing, sponsorship and advertising,” added Kevin Banderk, Chief Koodo Officer, in his own statement.

Demarco served as president of global business development at World Wrestling Entertainment, and ran WWE Canada from 1997 to 2007.

Before joining the WWE, Demarco was the business partner and manager for Bret “The Hitman” Hart.