Eh. After watching three episodes of The Toy Box, the toy-focused, Shark Tank like television show on ABC, I’m not impressed. Though, perhaps I’m jaded from 9 years attending Toy Fair… Actually, some of the toys in the first three episodes of The Toy Box weren’t bad. But not bad just doesn’t cut it. I mean, Mattel, who promises to produce the winning toy, doesn’t need a televised national competition to come up with dolls that have ballet costumes and a couple of extra degrees of articulation.

Not that a decently made new doll, or nested foam sports balls, couldn’t find some room in the marketplace. These ideas, though, do nothing for a large established toy company like Mattel, which has many designers on staff, as well as existing relationships with experienced outside inventors. Frankly, I don’t think the average viewer either is going to be much impressed.

The concept, I believe, has a lot of potential but the first three episodes so far haven’t realized it. The mentors representing the first on-screen evaluation stage are far too calm and gentle. Here’s a guy who sold his house and moved back in with his mother to finance production of a kind of plush he didn’t realize was already in the market from a different company. Another contestant’s brilliant idea is to make a stiff curved swing-set seat specifically for kids to stand on. Does that really require $130 specialized equipment? Definitely not. But throughout, the panel of expert mentors is calm and polite and barely challenges the inventors other than to express “concerns”. Liven it up guys!

By the way, let me say from personal experience, with an emergency room visit and stitches to the head, that standing on a swing-set seat is not a safe activity for children!

The second evaluation stage in each episode—before a panel of four children judges—you’d think would be a lot more fun to watch. Unfortunately, it just isn’t. Eleven year-old actors paid to look young and recite adult lines are lacking in chemistry and spontaneity.

Now maybe you think differently. Maybe you have more confidence in what will come out of this series. If so, you should know that the final chosen toy—whatever that will turn out to be—is already in production and will be sold exclusively at Toys “R” Us beginning May 20th. Toys “R” Us is also running a sweepstakes, where the grand prize includes travel for four to Los Angeles, a tour of Mattel headquarters, $1,500 in gift cards, and a meeting with the show’s winning inventor.

Also, if you think you have the perfect toy or game for Mattel, MysticArt Pictures is already casting inventors for a second season. And a U.K. version of the show has been licensed to Electus International. Maybe that one will be better. I hope so.

  • Comments Off on Second Look—The Toy Box