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US: The Toy Box show challenges inventors to pitch new Mattel toy line

New ABC show The Toy Box is offering budding inventors the chance to pitch Mattel’s next hit toy.

The show which airs on April 7th at 8pm across the US, will show inventors pitching their ideas to a panel of kid judges, in a twist on the Dragons’ Den formula.

The winning toy will be manufactured by Mattel and sold exclusively at Toys R Us after the show’s finale.

The Toy Box will be hosted by Modern Family star, Eric Stonestreet and feature a panel of mentors including Dylan Lauren, founder and owner of Dylan’s Candy Bar, toy guru and TTPM CEO Jim Silver, and Pixar creative director of consumer products, Jen Tan.

The show will also see involvement from several YouTube personalities including Sophia Grace Brownlee and Noah Ritter, after Mattel announced plans to focus on influencer campaigns in 2017.

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