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Toy Box set to open in Italy, Spain

Electus International (EI) has struck a deal with a European producer to make the first international versions of competition format The Toy Box.

Banijay’s Magnolia will develop and sell the US format in both Italy and Spain following a deal with EI.

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

It is set to debut in the US on ABC next month and provides expert designers with the chance to bring their toy concepts to life.

The toys and their inventors are first put through a series of trials and tests before facing a panel of no-nonsense, toy-loving kids.

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