Mattel’s Toy Box heads to the UK

Electus International has signed an agreement to bring Mattel’s toy creation reality show to UK screens.

The show recently debuted on ABC in the US and was developed by Hudsun Media, Mattel Creations and Electus. 

“It’s exciting to be able to work with Electus to bring this great show to the U.K.,” said Znak. “It has everything a successful format needs—humor, stakes and cross-generational appeal. And having a juggernaut like Mattel involved raises the bar substantially for the competition.”

The show which debuted on April 7th 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.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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