Studios are aggressively pursuing toy-based intellectual property to replicate the massive commercial success seen with the 2023 Barbie movie. A new feature film centered on the British character Action Man is now in development, signaling a continued industry shift toward nostalgia-driven content.
Jeremy Latcham and the Action Man production team
The upcoming Action Man feature is being built around a high-profile production team with deep roots in major franchise filmmaking. According to The Hollywood Reporter, the project will be produced by Jeremy Latcham, a veteran who contributed to early Marvel Studios hits such as Avengers and Guardians of the Galaxy, as well as the recent Dungeons & Dragons: Honor Among Thieves.
The creative vision for the British incarnation of the G.I. Joe offshoot will be shaped by writers Simon Hatt and Anthony Sellitti. Sellitti brings experience from the acclaimed X-Men '97 animated series ,suggesting the studio may be looking to blend classic character archetypes with modern animation-influenced storytelling.
Mattel’s Matchbox and Hasbro’s Monopoly rivalry
The development of Action Man is part of a much larger arms race between the world's two largest toy manufacturers, Mattel and Hasbro. Following the massive revenue generated by the Barbie phenomenon, Mattel is aggressively expanding its cinematic footprint with projects including Hot Wheels, Major Matt Mason, and Monster High.
Mattel is also moving into the streaming space with a Matchbox project slated for Apple TV this fall, which is set to star John Cena and Jessica Biel. Meanwhile, Hasbro is working to diversify its own portfolio by developing film properties based on household names like Monopoly, Clue, and Micronauts. This competition highlights a broader trend where toy companies are no longer just manufacturers, but primary architects of multi-platform entertainment universes.
The volatility of the Masters of the Universe box office
While the industry is chasing the high of the Barbie blockbuster, the path to profitability is not guaranteed for every toy-based property.. The recent summer release of Masters of the Universe saw disappointing box office returns, serving as a cautionary tale for studios that assume brand recognition alone will drive ticket sales.
This volatility suggests that the "nostalgia market" is more complex than simply reviving old characters. As the industry moves forward with projects like Danny McBride’s upcoming G.I. Joe movie, studios must balance the comfort of childhood familiarity with the need for fresh, high-quality narratives that appeal to modern audiences beyond the core demographic of original fans.
The missing director for the Action Man feature
Despite the assembly of a strong writing and producing team, several key details regarding the Action Man film remain unconfirmed. Most notably, the production has yet to hire a director to lead the project, leaving the visual style and tone of the film an open question.
Furthermore, it remains unclear how the film will distinguish itself from the American G.I. Joe franchise, given its shared lineage. While the production team is assembled, the industry is still waiting to see if the film will lean into its specific British roots or attempt to follow a more standardized global action template.
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