The iconic British action figure Action Man is heading to the big screen, with Working Title developing a feature film alongside Hasbro, reports Variety.
Launched in the UK in 1966, Action Man was originally based on Hasbro’s 1964 G.I. Joe figure. The British version later developed its own identity, featuring uniforms and accessories inspired by the UK armed forces.
LA-based British filmmaker Simon Hatt is writing the screenplay with Anthony Sellitti, known for his work as a co-writer on X-Men ’97. Hatt previously worked at Marvel and served as an executive producer on Guardians of the Galaxy Vol. 3. Former Marvel executive Jeremy Latchem is producing, with credits including Dungeons & Dragons: Honor Among Thieves, Spider-Man: Homecoming and Avengers: Age of Ultron.
Palitoy launched Action Man in Britain. Hasbro reintroduced the character in 1993 based on its G.I. Joe Hall of Fame figure. In 2006, Hasbro licensed reproductions of original Action Man figures to mark the toy’s 40th anniversary.
Action Man also received an animated series, although it was released only on video in the UK because of broadcasting rules concerning advertising to children.
The character’s American counterpart, G.I. Joe, has already appeared in three live-action films. The Rise of Cobra (2009) grossed $302 million worldwide, while Retaliation (2013) earned $375.7 million. The 2021 reboot Snake Eyes grossed $40 million against an $88–110 million budget. A fourth film, G.I. Joe: Ever Vigilant, entered development but later stalled.
The Hollywood Reporter, Variety’s sister publication, first reported the Action Man project.
