The beloved British action figure, Action Man, originally introduced in 1966, is now on its way to the big screen. This iconic toy, known for its various iterations inspired by G.I. Joe, is set to be the subject of a new cinematic venture.
Confirmation has emerged that a film based on Action Man is actively being developed through a partnership between the prominent U.K. studio Working Title and Hasbro, the company holding the license for the character. Hasbro's own G.I. Joe toy line served as the initial inspiration for Action Man, linking the two franchises historically.
The screenplay for this upcoming project is being crafted by a duo of talented writers: Simon Hatt, a U.K. filmmaker based in Los Angeles with notable experience from Marvel, including his role as executive producer for "Guardians of the Galaxy Vol. 3," and Anthony Sellitti, who contributed as a co-writer to "X-Men '97." Their combined expertise suggests a narrative that could appeal to both long-time fans and new audiences.
Jeremy Latchem is attached as a producer for the Action Man movie. Latchem brings a wealth of experience from his tenure as a Marvel executive, with an impressive list of credits that include "Dungeons & Dragons: Honor Among Thieves," "Spider-Man: Homecoming," and "Avengers: Age of Ultron." His involvement is expected to lend significant production strength to the project.
Action Man was first launched in the U.K. by Palitoy, drawing inspiration from Hasbro's G.I. Joe figure from 1964. Over time, the character evolved to incorporate a distinct British identity, reflected in its uniforms and accessories that mirrored the British armed forces. The figure was later re-introduced in 1993, aligning with the G.I. Joe Hall of Fame figure of that era. In 2006, Hasbro further celebrated Action Man's 40th anniversary by licensing reproductions of its original figures. While Action Man did have an animated television series, its distribution was limited to video in the U.K. due to specific broadcasting regulations concerning advertising aimed at children. In contrast, the G.I. Joe franchise has already seen three live-action films. The first, "G.I. Joe: The Rise of the Cobra" (2009), garnered 2 million globally, followed by "G.I. Joe: Retaliation" (2013) with 5.7 million. However, the 2021 reboot, "Snake Eyes," faced challenges, earning only million against a budget of -110 million. A fourth G.I. Joe film, "G.I. Joe: Ever Vigilant," was in development but has since been put on hold.
The announcement of the Action Man movie was first reported by The Hollywood Reporter, a publication affiliated with Variety. This development marks a significant step for the classic British toy, bringing it into the contemporary cinematic landscape with a team experienced in major action and superhero franchises.
This upcoming film project signifies a major step for the classic British toy, poised to captivate a new generation of viewers while honoring its rich history and connection to the G.I. Joe universe.
