The Toy Box, a new branded series from Hudsun Media, Electus and Mattel, is headed to Canada, where it will simulcast on CTV alongside its U.S. premiere on ABC.
The announcement comes after a deal signed between Electus International and Bell Media.
The Toy Box is a competition format in which unknown toy designers are given an opportunity to bring their concept to life with help from Mattel. Over eight weeks, each one-hour episode will see five inventors battle it out for a spot in the season finale, where a sole champion is crowned. The winning toy is then immediately made available for sale nation-wide through a partnership with Toys R Us.
Hosted by Eric Stonestreet (pictured), the series also features high-profile industry mentors, including Dylan’s Candy Bar owner Dylan Lauren, toy guru Jim Silver and Jen Tan, creative director of consumer products at Pixar. The inventors must also pass their toy ideas through a panel of judges made up of four children, age six to nine years.
The Toy Box will air on both ABC and CTV on April 7 at 8 p.m. ET. Electus will also be shopping format internationally at MIPTV in Cannes.