Toymakers bring dolls, games to big screen

By Gail Schiller

NEW YORK (Hollywood Reporter) - With children spending less time playing with toys and more time glued to screens, toy manufacturers are fighting back by turning their products into live-action movie stars.

"Bratz: The Movie," inspired by the successful fashion doll line from MGA Entertainment, opens in theaters Friday, coming on the heels of the blockbuster success of "Transformers," based on the hit 1980s toy line from Hasbro.

Other toy-inspired movies in production or development include "Kit Kittredge: An American Girl Mystery," based on Mattel's American Girl high-end doll line; a second "Bratz" movie scheduled for fall 2008; and a film about the Robosapien animatronic toy line. "Bratz" and "Robosapien" are being produced by former Marvel Studios chief Avi Arad, who turned Spider-Man, Fantastic Four and X-Men into box office gold.

While such companies as Mattel and MGA have produced most of their DVDs in-house in recent years, they are turning to Hollywood talent for their chance on the silver screen. With the success of "Transformers," which has grossed about $540 million globally since its July 3 release, the drive to make movies about toys has gained speed.

Mattel, which in November said it had no plans to make any feature films, now said it is in talks with top Hollywood talent for theatrical releases about Barbie and Hot Wheels, whose movie option with Sony Pictures expired this year. A movie based on Mattel's 1980s He-Man and the Masters of the Universe toy line is in development at Warner Bros. Pictures, with Joel Silver attached to produce, sources close to the studio said.

"As a fellow toy company, we're thrilled with the success of 'Transformers,' " said Richard Dickson, Mattel Brands senior vp marketing, media and entertainment, worldwide. "Its success certainly has added momentum to the discussions that we've been having about our own properties being executed as theatrical releases."

Mattel is even discussing bringing some of its game and puzzle brands to life through entertainment; it's in talks with Hollywood partners to turn Magic 8 Ball into a theatrical release and its popular Uno card game into a TV game show. Dickson said Mattel expects to announce a Uno TV game shortly and a new option for a Hot Wheels movie before year's end.

Hasbro is in discussions with Paramount Pictures about a G.I. Joe movie, and is considering films or TV shows for its Ouija Board, Candy Land, Clue, Trivial Pursuit and Monopoly games.

Arad said he also plans to start production next year on a film built around a toy line that he designed for MGA called Rescue Pets.

But Arad, who started his career in the toy industry, warned that not every toy line can make it on the big screen.

"Now that 'Transformers' was so successful, I think you'll see a very aggressive posture into this area," he said. "But it's very important to remember 'Transformers' was always one of the greatest toys ever created with a huge history of a TV show. (Director) Michael Bay made a fun, humorous movie, so all the elements were right. It doesn't mean if you just go out there and pick up any other toy it will succeed."

There definitely are risks for toy companies in going the route of feature films versus much safer DVDs. A film that tanks at the box office could hurt sales of successful brands that toy companies rely upon for profits. That risk is what has led to Mattel's caution in giving the green light for a feature film about its 48-year-old iconic Barbie brand.

"Our brands last a lot longer than studios potentially need movies to last," Dickson said. "Where the brand goes and how it's done could make or break our brand. You can imagine the interest in doing a theatrical release for Barbie, but our intent is to make sure we map it out very strategically for longevity, brand enhancement and ultimately sales."

The box office portents are not favorable for "Bratz: The Movie," a live-action film based on the sassy line of "anti-Barbie" dolls introduced in 2001. Critics were hostile, and box office observers will be surprised if it breaks the $5 million mark in its first weekend.

Reuters/Hollywood Reporter