"The Toy Box" premieres Friday night at 8 p.m. on ABC, hosted by "Modern Family" star Eric Stonestreet.
The hopefuls battle it out for a deal with Mattel to get their toy into stores, but first they'll have to impress the harshest of critics -- the kids themselves.
Eyewitness News entertainment reporter Sandy Kenyon got a behind-the-scenes look at the series. Check out his report in the video player above.
For more with Eric Stonestreet, watch below:
Eric Stonestreet talks about 'The Toy Box' on ABC