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New Toy Inventor Competition Series from Mattel Coming to Primetime TV

New Toy Inventor Competition Series

Mattel Creations, the content creation and distribution division of Mattel, has partnered with the ABC Television Network to launch the reality competition series, “The Toy Box.”

Slated for a primetime spot in the 2016-17 TV season, the show will follow amateur toy inventors as they vie for an opportunity to market their invention with the support of Mattel. The inventions (and their inventors) will be put to the test by the ultimate judges: a panel of toy-loving kids.

The winning toy invention will be available for purchase upon the series’ completion. Not only will families get to witness the process behind toy invention — from the conception, to prototyping, all the way to the marketing of the final product — but they will have the opportunity to purchase it, too.

“Along with our partners at Hudsun Media and Electus, we are extremely proud to announce ‘The Toy Box,’ the first major production project from Mattel Creations,” said Catherine Balsam-Schwaber, Mattel’s Chief Content Officer.

“The Toy Box” brings the pressure and drama of competition-style shows to the toy-design process in a format that’s sure to thrill kids and families alike,” said Michael Rourke, CEO of Hudsun Media. “For the first time, viewers will get a behind-the-scenes glimpse into the world of toy making, as they see what it takes to design the next great American toy.”

For more on information about “The Toy Box,” see the full press release from Disney ABC Press.

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