Silvergate and Mattel announce new partnership for Octonauts in China

Oct 17, 2016

London – 17 October 2016

Silvergate Media (“Silvergate”), the international TV production and licensing company focused on pre-school children’s entertainment based in London and New York, has formed a partnership with Mattel in China for Octonauts, its undersea preschool adventure property.

This new partnership will mean that Mattel China will manage the Octonauts consumer products and retail programme in China in partnership with local licensees.

Octonauts toys are already a growing success in the Chinese market, following the success of Octonauts in China which is aired on CCTV.

This partnership will establish greater synergy between TV content, toys, publishing and merchandising for the Octonauts brand, reinforcing Silvergate’s strategy to widen the reach of this popular brand.

Octonauts has proven to be extremely popular in China and this partnership will result in an even stronger merchandising programme, deeper retail reach and a larger online retail presence.

Octonauts was first broadcast on CCTV in June 2014 and proved highly popular in the region, with 2.8 billion views to date on China’s key web TV channels. Following this success, Silvergate is coproducing Series 5 of Octonauts with CCTV.

Ron Allen, SVP Commercial at Silvergate Media said:

“Octonauts now has millions of fans in China, and we’re delighted Mattel will be our partners in taking the property to the next level. The Octonauts toy range is already a success in China, and this partnership will deliver a compelling merchandising programme, superb instore execution, and strong marketing campaigns in one of our most important markets.”

Peter Broegger, Managing Director, Asia Pacific at Mattel said:

“We are very excited about taking our partnership with Silvergate to the next level. By managing the Octonauts toy line and the consumer products in China, Mattel is truly consumer first. This consumer focused lens helps us better deliver on this franchise’s value proposition – teaching and inspiring deep sea adventures and inviting kids to become underwater adventure heroes. Partnerships such as this one enable us to continuously inspire the wonder of childhood through innovating fresh products and experiences for children in China.”

Now in its fourth season, Octonauts is aired in over 100 countries across the world, including on China Central TV (CCTV), Disney Channel (USA), CBeebies (UK), ABC (Australia), TF1 (France) and Super RTL (Germany).

Since 2011, the brand has emerged as a leading preschool property in the United States, UK, Europe, Australia, and Korea. China is the latest country where a successful brand launch is underway and Russia will follow this Fall.


Silvergate Media
Ron Allen, SVP Commercial
Tel: + 44 207151 0170

Instinctif Partners
Lauren Foster / Chris Birt
Tel: + 44 20 7457 2020

Notes to Editors

Silvergate Media

Silvergate Media is a creative content and licensing company driven by big ideas and big collaborations. Silvergate was formed in 2011 by Waheed Alli and William Astor, with offices in New York and London. In April 2016 Silvergate partnered with Shamrock Capital, an LA based private equity firm, who now hold a stake in the Company.

Silvergate develops and produces world-class content built to inspire, entertain and engage audiences of all ages through innovative storytelling, great products and strong partnerships.

Silvergate has a number of assets based on characters and brands developed for pre-school children and their development slate continues to grow. Among their portfolio of projects in production are Peter Rabbit (currently in its second season), Octonauts (currently in its fourth season), a new preschool series, Sunny Day (first season to be aired in 2017) and a new children’s series, Hilda (available exclusively on Netflix worldwide from the beginning of 2018).

Silvergate are currently in pre-production on other brand new programmes for partners including Disney and their development slate continues to grow.


The Octonauts are a team of adventurers who explore the world’s oceans, rescue aquatic creatures and protect their habitats – from the rainforests of the Amazon to the deepest depths of the Midnight Zone. Captain Barnacles Bear, ex-pirate Kwazii Cat, medic Peso Penguin and the rest of the crew fearlessly dive into action, deploying a fleet of aquatic vehicles, including their Octopus-shaped home-base, the Octopod.