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Mattel to develop toys to be made into film franchises

Joshua Brunsting

by: Joshua Brunsting
March 25th, 2010

Talk about a cash grab.

According to Vulture (via /Film), toy manufacturer Mattel has tasked its designers with the job of creating a new line of toys with the ability to simultaneously be turned into television shows, video games, and even potential feature films.

The winning pitch involved a line of toys based on the idea of “an alien civilization that’s been living in the depths of the Earth’s oceans.”  The property even has producer Neal Moritz (FAST AND FURIOUS) attached.

While I think the idea of this toy line is made to spawn films rather than be fun for kids, I feel if a toy manufacturer wants to delve into film,  making toys knowing that they need a narrative is a bit more promising than a random board game that needs a narrative thrown onto it.

That all said, this is really the last thing that I wanted to hear on a day that also gave us a trailer for SCOTT PILGRIM VS. THE WORLD.  I guess the originality and fun seen in that trailer is more an exception to the rule of the modern world of film’s infatuation with toy lines.

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