Hasbro is digging into its iconic Play-Doh IP for a new animated feature film produced by eOne.
No specifics about the film’s story have been released yet, but Play-Doh joins a slate of other Hasbro brands with new screen content in the works, including My Little Pony, Transformers and Power Rangers.
Play-Doh is a major brand for the toyco, and was one of the top-selling toy brands in Canada and Brazil in 2021, according to market research firm NPD. A movie based on the toys by Hasbro was first proposed back in 2015, with Paul Feig (The Peanuts Movie) attached to direct, but the project didn’t go forward.
Hasbro has been busy expanding it beyond its tactile toy roots, recently launching Play-Doh Squished, a live-action holiday -themed competition special from eOne, Hasbro and Amazon Studios that ran on IMDB TV in December 2021. Hasbro has also expanded the brand with new compound products (such as modeling clay) this year in a deal with New York-based toymaker Creative Kids.
Jon Chu (Hasbro’s G.I. Joe: Retaliation) is set to produce the brand’s film adaptation, with Lance Johnson and Jane Lee overseeing the film through Chu’s Electric Somewhere shingle. Emily Gordon (The Big Sick) is writing the script and will executive produce. Jillian Share, Chanel Vidal and Steven Holster are overseeing production for eOne.