Mattel Is Teaming Up With ABC for a New Competition Series to Find Its Next Big Toy

Can the show energize 2 different industries?

Modern Family star Eric Stonestreet hosts ABC's Shark Tank-like reality competition series, The Toy Box. Jeff Neira/ABC

Over the decades, TV shows have inspired plenty of toys, but nothing quite like this before. Mattel and ABC have teamed up to launch a new, Shark Tank-like reality competition series, The Toy Box, in which toy inventors vie for approval from a group of toy experts, followed by a precocious panel of kid judges. At the season’s end, Mattel will manufacture the winning toy, which will be sold exclusively at Toys “R” Us stores and on the retailer’s website right after the finale airs.

This story first appeared in the March 27, 2017, issue of Adweek magazine. Click here to subscribe.
@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.