Transformer G.I. Joe Lego Each year's silver screen summer season cannot do without the influence of Hollywood blockbusters, and this year's "Transformer 2" and "G.I. Joe" have become "money-making kings", continuously enjoying box office success. Coincidentally, these two money-making blockbusters not only come from Paramount Pictures but are also film adaptations of Hasbro's flagship toys. Taking advantage of this toy movie craze, Hasbro has reached an agreement with Universal Pictures to turn its brands like "Monopoly", "Candy Land", and "Stretch Armstrong" into live-action films. Meanwhile, Warner Bros. has also joined the "toy movie" adaptation wave, preparing to bring Denmark's LEGO building toys to the big screen, signaling that Hollywood is entering a new era of "toy movies".
"Transformers" have heated up the toy movie trend. Chinese audiences mostly have a "nostalgic" sentiment for "Transformers," but there aren't many fans familiar with "G.I. Joe." Not until after "G.I. Joe" was released did many viewers realize that "G.I. Joe" and "Transformers" both originate from the same source: Hasbro Toy Company's "G.I. Joe" series. The "G.I. Joe" line was developed in 1963 as the pioneering "posable doll," and the prototype for "Transformers" toys was actually derived from the "American Soldier" dolls in the "G.I. Joe" series.
Now, with the success of "Transformers" and "G.I. Joe," Hasbro plans to fully achieve the "filmization" of their toys and games. For example, the classic board game "Monopoly" will be directed by Ridley Scott, who has helmed films such as "Alien" and "Gladiator," turning it into a cinematic version where real estate tycoons compete for contracts and attempt to outmaneuver their competitors. Another "doll toy," "Stretch Armstrong," will also make its way to the big screen, scheduled for release in April 2020. Additionally, other games like "Candy Land," "Ouija Board," and "Clue" will also be adapted into movies.
Building blocks set sights on the big screen. While Hasbro aims to expand its presence on the big screen, Mattel Toys will collaborate with Universal on "Matt Mason Commander" and Warner Bros. on "He-Man." Moreover, 3D magic scenery toys similar to small telescopes will be turned into feature films by DreamWorks. Currently, Warner Bros. has begun venturing into toy movies and is collaborating with LEGO to create a hybrid live-action and computer-animated film based on LEGO bricks.
In fact, LEGO bricks have already been combined with films before, as Warner Bros. authorized LEGO to produce toys based on characters from films like "Spider-Man," "Star Wars," and "Indiana Jones." The success of "Transformer 2" and "G.I. Joe" has further fueled LEGO's motivation to create a toy-based movie, and thrilling movie stories will unfold within the LEGO brick world.
Domestic toy movies lag behind. While Hollywood toy movies are thriving, China's indigenous toy movies remain hard to find. Movies like "Pleasant Goat and Big Big Wolf" and "McDull, Kung Fu Kindergarten" that are both critically acclaimed and commercially successful are not developed from existing toys; rather, the plush toys like "Pleasant Goat" and "McDull" are derivative products of the films. Representative domestic animated toys are still almost nowhere to be found.
Industry insiders say that currently, imported toys dominate the domestic market, and China's toys have yet to establish their own high-end brands. This greatly limits the brand development of local toys, making it even harder to create toy movies. For Chinese toy manufacturers, launching well-known brands is urgent. Once they have toys that can stand on their own, creating toy movies should not be difficult, and filmmakers can easily promote movies through the popularity of the toys.