Movies based on toy brands and board games isn’t anything new. Hasbro’s Transformers, Battleship, Clue, and Ouija have all been adapted for the big screen. Last year, we saw Warner Bros launch their LEGO film franchise with The LEGO Movie, which now has a sequel and three spinoffs in the works. Now we are about to head back to the toy box as it has been announced that there will be a Play-Doh movie from 20th Century Fox film. And it will be directed by none other than Paul Feig (Bridesmaids).

Deadline reports that Fox has just sealed a deal with Hasbro for the live-action film based on the molding toy. Hasbro will produce with Chernin Entertainment and Feig’s Feigco banner.

Since being first introduced in the 1950s, Play-Doh has been one of the most familiar toy brands in the world having sold 95 million cans a year in 75 countries. However, the toy is aimed towards crafting and molding, and doesn’t have a mythology like Hasbro’s Transformers or other board games. Battleship‘s disappointing box office numbers initially created some worry about the future of adapting other Hasbro products. However, Ouija, which was produced on a $5 million budget, grossed $100 million, helped turn things around. Up next for them are Jem and the Holograms, Stretch Armstrong, and Magic The Gathering.

While the idea may sound absurd at first, almost everyone felt the same about Chris Miller and Phil Lord’s The LEGO Movie. The film ended up grossing $658 million worldwide.

Feig’s next project, Spy, hits theaters this summer. He will then follow that up with the new Ghostbusters reboot, starring Melissa McCarthy, Kristen Wiig, Leslie Jones, and Kate McKinnon, for Sony.

[Source: Deadline]