That sound you heard was the collective tug at the nostalgic heartstrings of Gen Xers and Millennials all across America. Toys “R” Us, the beloved toy store and private equity victim, is getting new life on the silver screen as production company Story Kitchen and Toys “R” Us Studios are working on a movie about the whimsical retail chain. The live-action film is said to be in the vein of Night at the Museum, Big, and other toy-inspired movies of yesteryear, like Jumanji and Barbie.
Story Kitchen, which is a newer production company, is the brainchild of John Wick writer-creator Derek Kolstad, Sonic the Hedgehog producer Dmitri M. Johnson and former APA partner Mike Goldberg. The team has been pretty successful at adapting non-traditional IP such as video games with Sega’s Sonic The Hedgehog franchise and is currently developing the Tomb Raider franchise, which includes the animated TV series for Netflix and some live-action TV and film projects for Amazon MGM Studios.
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Dmitri M. Johnson and Mike Goldberg said in a statement via Deadline:
“Toys’R’Us is a cultural touchstone that continues impacting the child in all of us today. As 80s kids who considered Toys’R’Us one of the most magical places on Earth, we’re honored to partner to create a film that will capture the spirit of adventure, creativity and nostalgia that Toys’R’Us represents.”
Kim Miller Olko, the president of Toys “R” Us Studios, also expressed excitement for the project, adding:
“As Toys’R’Us’ first film, this project is an exciting opportunity to bring the magic of our brand to the big screen. It will be a journey as boundless as play itself, evoking the electric sense of wonder that is the essence of Toys’R’Us. This story will capture the imagination, adventure and joy that has made Toys’R’Us a destination for kids of all ages.”
A Different Kind of Toy Story
One of the exciting and licensing-free parts of the Night at The Museum franchise is that its mischief-makers and second-act wrenches are based on historical characters and in the public domain. Does one need clearance from the T. Rex estate to animate his bones? Toys “R” Us was famously home to hundreds of toys and games that might pose some difficulty for filmmakers to clear in the long and arduous development process. Not to mention creating a captivating story, which, when it comes to non-traditional IP like board games, has only been done well a few times. However, films based on toys like Barbie have been cultural sensations.
Little is known about the state of pre-production as the producers are currently beginning the process. Potential writers, filmmakers and casting haven’t been pinned down yet, but further announcements are likely to follow in the coming months. Story Kitchen has a first-look TV deal at Amazon, as well as a first-look deal at DreamWorks Animation.
Source: Deadline
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