Toys to take the spotlight in this week’s The Apprentice

For followers of BBC’s The Apprentice, tonight is the big one – because tonight’s episode (airing Wednesday, 9pm on BBC One) will see Lord Sugar put the obligatory gang of suits and haircuts to the task of creating and developing a new toy brand.

This season of The Apprentice is now in week three and Lord Sugar asks the candidates to meet him at London’s Cambridge Theatre – home to The Royal Shakespeare Company’s Matilda the Musical.

They will then be set to the challenge of creating a toy for a six to eight year old. In a reflection of the industry’s modern day marketing, the gruelling task will be supplemented with the additional challenge of producing an online video to promote the new toy brand.

Toys will be made overnight and they will then pitch to some of the biggest names in the toy industry for orders. The task will test the teams’ imaginations as they hope to produce a winning toy, or face a telling off in the boardroom.

As ever, this week’s dose of executive bluster will be supplemented with its companion programme, The Apprentice – You’re Fired. Hosted by Tom Allen, the show will analyse the trials and tribulations, the successes and failures of this week’s teams, and picking apart this episode’s ‘fired’ candidate.

There to help, of course, will be the toy industry’s own Toyologist Peter Jenkinson, alongside comedian Daliso Chaponda, and The One Show’s Angela Scanlon sitting on the BBC Two show’s panel of experts at 10pm.

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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