The Toy Box is an American reality television show that debuted on April 7, 2017 on ABC. The show is about contestants as aspiring entrepreneurs, who present toy inventions first to a panel of toy industry professionals, then to a panel of child-judges. Only toys approved by the mentors are presented to the judges, "In the Toy Box," who select one toy to advance to the finals of each episode. The season's winning toy will be produced and distributed by Mattel and sold exclusively at Toys "R" Us stores.