Formats

Electus Int’l, Lone Eagle bring “Toy Box” to Canada

Electus International, the global sales arm of Electus, has inked a format option deal with Toronto-based indie Lone Eagle Entertainment to develop and sell the branded toy competition series The Toy ...
June 12, 2017

Electus International, the global sales arm of Electus, has inked a format option deal with Toronto-based indie Lone Eagle Entertainment to develop and sell the branded toy competition series The Toy Box in Canada.

The deal comes on the heels of Electus International closing a deal with TVproduction company Znak & Co to develop and sell the family-friendly format in the UK.

Developed by Hudsun Media, Mattel and Electus, The Toy Box gives expert designers the opportunity to bring their toy concepts to life through a brand partnership with toy giant Mattel. The toys – and their inventors – are put through a series of trials and tests before facing the judges — a panel of no-nonsense, toy-loving kids.

The U.S. version of the series (pictured) is hosted by Modern Family‘s Eric Stonestreet, 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 debut season of the competition series wrapped in the U.S. on ABC and in Canada on Bell Media’s CTV.

The Toy Box is an innovative new series that makes for great co-viewing for the whole family,” said Mike Geddes, president of Lone Eagle Entertainment, in a statement. “A Canadian version is sure to be a hit in our market and we look forward to working closely with Electus and Mattel.”

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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