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Electus opens Toy Box in UK

Electus International (EI) has struck a deal with a UK producer to make a local version of competition format The Toy Box.

Znak & Co will help develop and adapt The Toy Box for the UK

Natalka Znak, president of Hell’s Kitchen producer Znak & Co, will work with Jonathan South, who recently joined EI as head of Europe, to develop and sell the US format in the UK.

The Toy Box was developed by Hudsun Media, Electus and Mattel Creations, the content arm of toyco Mattel.

It made its debut in the US on ABC this month and sees toys and their inventors put through a series of trials and tests before facing a panel of no-nonsense, toy-loving kids.

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