National press coverage over the weekend suggests Mattel is now the frontrunner.
Reports on Sky News and in The Express Online over the weekend have earmarked Mattel as the new leader in the acquisition race for Hit Entertainment.
However, Licensing.biz understands that Hit is actually still at the competitive bid stage of the sale process, with a number of companies in the mix.
Previous firms rumoured to have interest in Hit include Viacom, Hasbro, Disney and Chorion.
There was no official comment from Hit.