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Bob the Builder: Can Mattel rebuild him? Twitter doesn't think so


By John McCarthy, Opinion editor

October 13, 2014 | 3 min read

Mattel's newly rebranded Bob the Builder has been crushed by social media users as a result of the new photo-realistic design which has been pre-dominantly been called 'creepy'.

Toy firm Mattel was behind the rebranding of one of kids TV character but has come under fire for Bob's new 'younger' face. The show, which debuted in 1998, hit it big with children even spawning its own number one music single, during 14 years of broadcasting on CBBC.

A Mattel spokesperson said: “The new series retains the emotional warmth that has always given Bob the Builder a firm place in the hearts of young viewers.”

Social media users however disagreed with viewers of the original show slating Bob’s new face, claiming it was too young - or creepy.

The backlash against the rebrand caused Bob the Builder to trend on Twitter in the UK. Paddy Power expressed its confusion at this feat.

Mattel, which previously breathed new life into Fireman Sam and Thomas and Friends, will launch the series in the UK in 2015.


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