Earlier in January, Hasbro was in talks with JP Morgan to get a financial boost toward becoming a rival to Disney’s Marvel comics arm. News now drops that Hasbro is teaming with Relativity Media to produce a live-action “Stretch Armstrong” film, set to land in theaters in April 2014. Universal, Taylor Lautner, director Rob Letterman and producer Imagine Entertainment — all of whom were once attached — are no longer in the mix.
Now Relativity’s colorful chief Ryan Kavanagh will produce, alongside Hasbro’s Brian Goldner and Bennett Schneir. Relativity’s Tucker Tooley will exec produce. Goldner says, “Stretch Armstrong is a great example of Hasbro’s rich portfolio of intellectual properties that we are continuing to develop globally. We are excited to partner with Relativity on this movie as they are a growing and innovative studio.”
Hasbro partnered with Paramount on the “Transformers” franchise and “G.I. Joe,” which has a sequel (“G.I. Joe: Retaliation”) due in June, as well as Universal’s $200-million would-be franchise “Battleship” (based on the game) which will open in April. The likelihood that the “Stretch Armstrong” movie will actually get made remains slim, as Relativity is not on entirely solid footing at this point. Right now the would-be studio is throwing as much positive noise into the ether as it can.
More on the toy–er, titular film character–below:
Stretch Armstrong is the classic action hero figure first launched by Hasbro in 1976 and re-launched in the 90’s, sold successfully throughout North America and in markets across the world. The original Stretch’s unique design broke free of traditional action figures, as he could be stretched over and over and always returned back to his original size. The nostalgic toy is considered to be rare and collectible to this day.