The magic of their brand is being brought to the big screen!
Toys R Us Studios, the entertainment production arm of the global toy brand, and Story Kitchen, the entertainment media company, have come together to create a live-action film.
Story Kitchen co-founders Dmitri M. Johnson and Mike Goldberg told Variety Magazine: “Toys R Us is a cultural touchstone that continues impacting the child in all of us today. As 80s kids who considered Toys R Us one of the most magical places on Earth, we’re honored to partner to create a film that will capture the spirit of adventure, creativity and nostalgia that Toys’R’Us represents.”
President of Toys R Us Studios, Kim Miller Olko added: “As Toys R Us’ first film, this project is an exciting opportunity to bring the magic of our brand to the big screen. It will be a journey as boundless as play itself, evoking the electric sense of wonder that is the essence of Toys R Us. This story will capture the imagination, adventure and joy that has made Toys R Us a destination for kids of all ages.”
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The film aims to capture that childhood wonder in a modern, fast-paced adventure that taps into the Toys“R”Us brand’s relevance across its more than 70 years in the toy industry.
It has been described as being in the vein of “Night at the Museum,” “Back to the Future” or “Big,” plus other successful toy-inspired narratives like “Jumanji” and “Barbie.”
The project has is currently in early development, with casting and additional details to be announced in the coming months.
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