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
Daniele Alcinii is a news reporter at realscreen, the leading international publisher of non-fiction film and television industry news and content. He joins the rs team with journalism experience following a stint out west with Sun Media in Edmonton's Capital Region, and communications work in Melbourne, Australia and Toronto. You can follow him on Twitter at @danielealcinii.

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