BROADCAST | Znak raids ABC's Toy Box

by Peter White

toy box


US competition format The Toy Box is to be remade in the UK after Natalka Znak optioned the rights to ABC’s series.

Znak & Co, the Sky-backed indie established by former Zodiak USA boss Znak, is to pitch the non-scripted series to British broadcasters after striking a deal with Electus International.

The show follows expert toy designers as they bring their inventions to life with toy manufacturer Mattel before a panel of child judges put them through a series of tests and trials.

The Toy Box, which was developed by Electus, Mattel and Celebrity Renovation indie Hudsun Media, launched on US network ABC earlier this month.

It is the latest US format being pitched by Znak & Co in the UK following deals for shows including Ronnie’s Redneck Roadtrip for Dave and an E4 pilot for dating format I Lied For Love.

Znak will work closely on the show with former A+E executive Jonathan South, who recently joined the US producer and distributor as head of Europe.

“The Toy Box has everything a successful format needs – humour, stakes, and cross-generational appeal,” said Znak. “Having a juggernaut like Mattel involved raises the bar substantially for the competition.”

Electus International president John Pollack said the UK deal follows deals in Italy and Spain. “The excitement around The Box is exploding,” he added.