Not wanting to let Hasbro hog up all the cash with their TRANFORMERS franchise, Mattel is looking to get in on the cinematic game by making a film based on their popular “Hot Wheels” toys. Those of you hyperventilating with traumatizing SPEED RACER flashbacks, Barry Waldo, VP for entertainment and marketing for Mattel, reassures with this: “There’s a huge scope of what you can do. It’s a billion-dollar brand for us. We want to continue making it relevant for kids. We won’t have the cars talk. That would be off brand position for us. It won’t be another ‘Knight Rider,’ I promise that.” So what exactly will it be? “We always start out not wanting to make a long toy commercial. We want to make a credible story that will make people go to the theater.” Riiight.
Oh, but the fun doesn’t stop there. Variety has a rundown of other toy properties in development. Check it:
- He-Man and the Masters of the Universe: Set up at Warner Bros., Joel Silver is spearheading the live action version of the ’80s action figures, scripted by Justin Marks, who’s penned bigscreen versions of “Voltron,” “Green Arrow” and “Street Fighter.” It’s finalizing a deal with a director.
- Barbie: A live action film will revolve around the iconic doll, with several filmmakers in contention to start development on the pic.
- Max Steel: A feature is in development about this line of action figures that incorporate elements of James Bond. The character, featured in a weekly animated TV series on Kids WB and Cartoon Network from 2000-03, targeted boys age 8-to-12 and has been featured in direct-to-DVD movies in Latin America.
- There also are plans to revive the Magic 8-Ball, which was once in development at U as a romantic comedy with Tom Shadyac, and for a film version of 1960s action figures Major Matt Mason and the Men in Space.
Yipes, these really are the end times.
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