Mattel is tapping into TV to find the next hit toy.

Mattel is tapping into TV to find the next hit toy. Their upcoming competition series, The Toy Box, will challenge inventors to create playthings with industry vets as mentors. A panel of young influencers, including Sophia Grace Brownlee and Noah Ritter of Ellen fame, will judge their creations. At the end of the series, each week’s best toy will compete in a final showdown, with the winner to be manufactured by Mattel and sold exclusively at Toys R Us. (Kidscreen)