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.

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