‘Action Man’ Movie Development Announced for Iconic British Toy

One of Britain’s most beloved action figures is set to make its cinematic debut. After years as a cherished toy, ‘Action Man’ is officially being developed into a live-action film, providing the classic character an opportunity to connect with a new generation of fans.

As reported by Variety, the project is currently in the works at Working Title, one of the UK’s leading film studios, in collaboration with Hasbro, the brand’s rights holder. This announcement is part of Hasbro’s ongoing efforts to adapt its toy properties into films, following successful franchises like ‘Transformers’ and ‘G.I. Joe.’

The screenplay is being crafted by Simon Hatt and Anthony Sellitti. Hatt has a notable background at Marvel Studios, where he served as an executive producer on ‘Guardians of the Galaxy Vol. 3.’ Sellitti is recognized for his writing contributions to Marvel Animation’s ‘X-Men ’97.’ Their expertise in action and comic book storytelling positions them as intriguing choices to bring the iconic toy to life on the big screen.

Jeremy Latcham is on board as the film’s producer. Latcham, another former Marvel executive, boasts an impressive portfolio that includes titles like ‘Spider-Man: Homecoming,’ ‘Avengers: Age of Ultron,’ and ‘Dungeons & Dragons: Honor Among Thieves.’

‘Action Man’ first hit UK stores in 1966. While it is often remembered as a distinctly British toy, its roots trace back to Hasbro’s ‘G.I. Joe’ action figure, which debuted in the United States two years earlier. The original ‘Action Man’ was inspired by ‘G.I. Joe’ but was tailored for British audiences with military themes and uniforms reflective of the UK’s armed forces.

Over the years, the brand has evolved significantly. Hasbro reintroduced ‘Action Man’ in 1993 with a modern design influenced by the G.I. Joe Hall of Fame collection. In 2006, the company commemorated the toy’s 40th anniversary by releasing reproduction versions of several classic ‘Action Man’ figures for dedicated collectors.

The character also featured in an animated television series. However, according to Variety, the cartoon was only made available on home video in the UK due to broadcasting regulations concerning children’s advertising at the time.

While ‘Action Man’ has yet to receive a live-action adaptation, its American counterpart has seen several film adaptations. The first, ‘G.I. Joe: The Rise of Cobra,’ premiered in 2009 and grossed approximately $302 million worldwide. A sequel, ‘G.I. Joe: Retaliation,’ was released in 2013 and performed even better, earning around $375.7 million globally.

The franchise later returned with the 2021 spin-off ‘Snake Eyes,’ though that film struggled at the box office, making only about $40 million worldwide despite a reported production budget between $88 million and $110 million. Plans for another installment, titled ‘G.I. Joe: Ever Vigilant,’ have since stalled.

Nonetheless, Hasbro continues to explore new avenues for bringing its toy brands to film audiences, and ‘Action Man’ now joins the expanding list of adaptations.

Details regarding the new film’s plot remain scarce, and there is currently no director, cast, or release date associated with the project. It is also uncertain whether the film will connect with the existing ‘G.I. Joe’ movies or present a completely standalone narrative.

Variety indicated that the project is still in its early stages, with The Hollywood Reporter being the first to announce that the movie was in development.

For fans who grew up with the iconic British action figure, this announcement marks a significant step toward bringing ‘Action Man’ to theaters. As development progresses, more details about the film’s storyline, casting, and production timeline are anticipated in the future.

Have something to add? Let us know in the comments!