TOYS IN HOLLYWOOD
2014 AND BEYOND
Hollywood’s love affair with the toy industry shows no signs of slowing down. On the way in the next few years are:
OUIJI This thriller, from Universal Pictures, will follow a group of teens who attempt to make contact with a recently deceased classmate.
G.I. JOE 3 The first film made $302m worldwide, the sequel made $371m worldwide, and a third instalment in Paramount’s series based on Hasbro’s action figure line is on the way.
“It has been developed
as a family movie to appeal to the kids that love LEGO and the parents that have the nostalgia for the brand. Children and adults are huge fans of LEGO and will definitely want to see the movie.”
ROBOTS IN DISGUISE 2014 will also welcome Transformers: Age of Extinctionand Hasbro believes the toy industry should be excited. Jay Duke, VP gloval
Transformers brand marketing, Hasbro tells ToyNews: “The Transformers brand brings all new ways to be entertained and engage with the brand. “Transformers: Age of Extinctionwill do this, as Michael Bay outlines with an all new storyline. “The Transformers
brand from Hasbro is an icon of the toy industry and it is always exciting to celebrate the franchise with a new blockbuster. “With a new movie, kids
and fans can anticipate an innovative new product line and a variety of entertainment experiences.”
www.toynews-online.biz
HOLLYWOOD ENDING With Hollywood turning to the toy industry for blockbuster ideas, how do the toy firms actually feel about it. Flattered? Excited? Or
wary of the potential for a big screen turkey to soil the reputation of an otherwise successful brand? Duke is hopeful, believing
Hollywood and Transformers to be a match made in heaven. Duke says: “What makes
Transformers a great fit for the big screen is bringing together everything a boy could want with the ultimate robots and the coolest cars. “Hollywood loves the
Transformers brand because Transformers has great story, compelling characters and exciting products.” LEGO’s Snell adds: “The
joy of a toy brand becoming
a movie property is that the potential movie audience is already really familiar with the concept of the story already, therefore, they are sure to be intrigued to see the movie version. “There are key calendar
dates for family movies: half terms, summer holidays, Easter holidays and Christmas. The movie industry is constantly being challenged to come up with new movies to fill these spaces. Developing movies that are aligned with global toy brands means that there is a ready-made audience. “Bringing it to the big
screen brings the brands to life. A lot of toy brands are about role-play and what you’re able to do in a movie is really bring that to life for your fans.”
TROLLS
The iconic dolls with colourful hair will be making their cinema debut thanks to DreamWorks. The animated musical comedy will be directed by Shrek Forever After’s Mike Mitchell.
HUNGRY HUNGRY HIPPOS It’s in the early stages at the moment, but a movie (presumably animation and not some B-Movie Piranha type horror) based on Hasbro’s board game is genuinely on the way.
MONOPOLY Yes, a big screen film based on the iconic board game is coming, with none other than Alienand Gladiator director Ridley Scott on board. It’s going to be a comedy based on ‘the idea of greed’.
STRETCH ARMSTRONG With a production history as troubled as World War Z, who knows if this movie will ever make it to screens. Back in 2011, Twilight’s Taylor Lautner was attached to star before Universal dropped the project. Relativity Media then picked it up with plans for a darker take on Stretch, before abandoning it in October 2013.
January/February 83
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