Formats

Bell Media brings “The Toy Box” north

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 ...
March 28, 2017

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.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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