After months and months of discussion, Hasbro finally green lit its next project from their toy line. Hasbro announced a partnership with Relativity Media to develop a live-action film based on Stretch Armstrong, an iconic toy from the 1970s.
It will be Hasbroâ€™s fourth venture into adapting one of the product lines into a live-action film. It follows after the successful â€œTransformersâ€ and â€œG.I. Joeâ€ franchises and the upcoming â€œBattleshipâ€ movie to premiere this summer.
â€œWe are absolutely thrilled to partner with Hasbro, a company whose global reach and ability to innovate has made them immensely successful in the arena of brand re-imagination as evidenced by their legacy of creating such franchise as Transformers and G.I. Joe,â€ said Tucker Tooley, co-president of Relativity Media. â€œWe look forward to bringing Stretch Armstrong to audiences worldwide.â€
Stretch Armstrong was an action figure launched by Hasbro in 1976 and then re-launched in the 1990s. The original design is that the action figure could be stretched over and over and will always return back to its original form.
The film will be produced by Relativityâ€™s CEO Ryan Kavanaugh (â€œThe Fighterâ€), Hasbroâ€™s CEO Brian Goldner (â€œTransformersâ€) and Hasbroâ€™s senior vice president and managing director of motion pictures Bennett Schneir (â€œBattleshipâ€). Tooley (â€œImmortalsâ€) will be on board as executive producer.
â€œStretch Armstrongâ€ was originally under development with Universal Pictures with actor Taylor Lautner to star as Armstrong. With this new announcement, there is no word on whether Lautner is still attached to the project at this time.