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

Can the show energize 2 different industries?

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.

But before The Toy Box can launch what Mattel hopes is its next hit toy, it has to be successful as a new series.



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This story first appeared in the March 27, 2017, issue of Adweek magazine. Click here to subscribe.