Cartoon Network Enterprises has tapped Mattel as its first major partner for fantasy-adventure property The Secret Saturdays.
The deal will see the toyco manufacture, market and selling an array of toys, ranging from action figures to playsets and role-play items, based on the Cartoon Network original series, for mass-market retailer in fall 2009.
Boy-targeted The Secret Saturdays follows the adventure of a family of scientists intent on defeating evil in a world where folktales become true-to-life mysteries and adventures. It debuted on Cartoon Network this past October on the net’s Friday night fantasy/adventure programming block and follows Star Wars: The Clone Wars at 8:30 p.m. ET. It’s tracking well with boys six to 11 and is currently one of the top-three cable shows on Friday nights, according to Nielsen.