Electus Sends The Toy Box to the U.K.


Electus International has signed a format option agreement for the new competition show The Toy Box with Znak & Co in the U.K.

The Toy Box gives expert designers the chance to bring their toy concept to life with Mattel. Natalka Znak, the president of Znak & Co, will collaborate with Jonathan South, Electus International’s new head of Europe, to have The Toy Box sold as an original series in the U.K. The show recently made its debut on ABC in the U.S. It was developed by Hudsun Media, Mattel Creations and Electus.

“It’s exciting to be able to work with Electus to bring this great show to the U.K.,” said Znak. “It has everything a successful format needs—humor, stakes and cross-generational appeal. And having a juggernaut like Mattel involved raises the bar substantially for the competition.”

“The excitement around The Toy Box is exploding,” added John Pollak, the president of Electus International. “With the support of world-renowned toy brand Mattel we’ve already closed format deals in Italy and Spain, with more closing in the coming weeks, and we look forward to working with Znak & Co to bring the show to the U.K.”