Toys“R”Us, a toy retailer with a history spanning over 70 years, is entering the film industry through its entertainment division, Toys“R”Us Studios. The company is developing a live-action movie in collaboration with Story Kitchen, a production company known for adapting video games and other unconventional properties. As exclusively reported by Variety, this project marks the retailer’s first attempt to bring its brand to cinemas.
The film, currently in early development, will draw on the Toys“R”Us brand to create a story inspired by films like “Night at the Museum,” “Jumanji,” and “Barbie.” It aims to blend a contemporary narrative with themes of childhood play and the toy industry’s appeal. Producers from Story Kitchen and Toys“R”Us Studios have indicated that the project will focus on adventure and creativity, though specific details about the plot remain undisclosed.
Story Kitchen has prior experience with adaptations, including the “Sonic the Hedgehog” film for Paramount and ongoing projects like “Tomb Raider” for Netflix and Amazon MGM Studios. The production team is in early talks with filmmakers, with casting and further details expected to be announced later.
This move represents Toys“R”Us Studios’ initial step into feature films, extending the brand’s presence beyond retail. The collaboration with Story Kitchen seeks to create a narrative that reflects the toy retailer’s long-standing role in children’s entertainment.
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