Mattel’s New Toy Competition TV Series to Highlight Creativity of Toy Inventor Community

October 18, 2016 | The press has been abuzz over the past week about “The Toy Box,” a new competition series coming to primetime TV in the 2016-2017 season through a partnership between Mattel Creations, the content creation and distribution division of Mattel, and ABC Television Network, a unit of Disney|ABC Television Group.

Hosted by Modern Family’s Eric Stonestreet, “The Toy Box” will highlight the process of toy invention by pitting amateur toy inventors against each other to win the ultimate prize … “an opportunity to bring their toy concept to life with industry giant Mattel,” according to a press release. While the toys and their inventor-contestants will be put through a series of trials and tests, the ultimate judges will be toy-loving kids.

“We are thrilled to provide a unique, behind-the-scenes look at the hard work, determination, and creativity it takes to run a globally recognized, iconic creations company like Mattel,” said Richard Dickson, president and COO of Mattel. “I’m positive ‘The Toy Box’ will inspire kids, families and anyone who’s ever dreamt of creating the next great toy!”

Each episode of “The Toy Box” will feature toy inventors from around the world as they compete for the opportunity to present their creations in the season finale. The winner of the final episode will get the opportunity to bring their creation to market, with marketing, design and manufacturing support from Mattel. The winning toy design will be available for retail purchase as the season finale airs.

“This is an exciting time for the toy community – with U.S. sales on the rise and a constant stream of innovative new toys coming to market,” said Steve Pasierb, TIA president & CEO. “Mattel’s new show ‘The Toy Box’ will shine a spotlight on the ingenuity and creativity of the toy and game inventor community and highlight that careers in the business of toys offer the best of fashion, innovation, trend-setting design, and financial skills all in one.”

“The Toy Box” is the first major production project from Mattel Creations. “In addition to being an entertaining and engaging program that kids and families are sure to love, ‘The Toy Box’ also creates a new opportunity for Mattel to connect with its consumers in an authentic and engaging way,” said Catherine Balsam-Schwaber, Mattel’s chief content officer. “The Toy Box” is being co-developed with Hudsun Media and Electus, which will distribute the show internationally.