You know what I love about toys? When you’re a kid, you have the capability to craft all kinds of stories of your own using your action figures. There’s a sort of freedom in knowing you’re the master of that little world and can craft any kind of adventure you want. It’s where you really learn to use your imagination…So let’s make a movie out of it in order to stem that imagination.
Don’t get me wrong, I’m not fully opposed to the idea, I just think there’s something a little ridiculous about it. I mean, they’re toys. If I made a movie based on the toys I played with as a kid, you would have seen the most bitching Star Wars, G.I. Joe and Mighty Max crossover you could possibly imagine!
Regardless of my feelings on the matter, Hasbro is teaming up with Relativity Media in order to bring us yet another movie based on a beloved children’s toy. A Stretch Armstrong has been in the talks for a while now, with Taylor Lautner attached, but it’s move to Relativity seems to have nixed that deal. Either way, they are shooting for an April 11, 2014 release. There’s no real details on the story or anything at this point, but here’s the full press release for you to peruse:
The film will be produced by Relativity’s CEO, Ryan Kavanaugh (The Fighter), Hasbro’s Goldner (Transformers) and Bennett Schneir, Senior Vice President and Managing Director, Motion Pictures (Battleship). Tooley (Immortals) will serve as executive producer.
Hasbro has become an entertainment powerhouse by creating hit movies and television shows from its rich portfolio of world class brands. Since 2007, Hasbro’s Transformers and G.I. Joe franchises have grossed nearly $3 billion at the worldwide box office. 2012 is shaping up to be another stellar year for Hasbro with its partners Universal Pictures releasing Battleship in April and Paramount Pictures releasing G.I. Joe: Retaliation in June. In television, Hasbro Studios produces shows like Transformers Prime and My Little Pony: Friendship is Magic that can be seen on the HUB television network in the U.S. and in more than 140 countries globally.
“We are absolutely thrilled to partner with Hasbro, a company whose global reach and ability to innovate has made them immensely successful in the arena of brand re-imagination– as evidenced by their legacy of creating such franchises as Transformers and G.I. Joe,” said Tooley, “We look forward to bringing Stretch Armstrong to audiences worldwide.”
“Stretch Armstrong is a great example of Hasbro’s rich portfolio of intellectual properties that we are continuing to develop globally,” said Goldner, “We are excited to partner with Relativity on this movie as they are a growing and innovative studio.”
Stretch Armstrong is the classic action hero figure first launched by Hasbro in 1976 and re-launched in the 90’s, sold successfully throughout North America and in markets across the world. The original Stretch’s unique design broke free of traditional action figures, as he could be stretched over and over and always returned back to his original size. The nostalgic toy is considered to be rare and collectible to this day.
So what do you think about this new film? With Battleship and another G.I. Joe movie on the way…is anyone getting tired of these?