ACTION MAN Movie in Development at Working Title and Hasbro with Marvel Veterans Attached

It was only a matter of time before Action Man got a big screen adaptation. The legendary British action figure, which first hit toy shelves in 1966, is officially getting its own movie.

According to Variety, the project is now in development at Working Title in partnership with Hasbro, the company that owns the brand. For toy fans, this is a pretty exciting next step for one of the U.K.'s most recognizable action figures.

I've actually wondered when someone would finally decide to make an Action Man movie. As a fan of G.I. Joe, I've always been familiar with Action Man and the history connecting the two brands. There's definitely a lot of potential here, and if the filmmakers can nail the tone, this could end up being a seriously fun action-adventure franchise.

The screenplay is being written by Simon Hatt, the Los Angeles-based British filmmaker whose Marvel credits include executive producing Guardians of the Galaxy Vol. 3. He's joined by Anthony Sellitti, who co-wrote X-Men '97.

Producing the film is Jeremy Latcham, another Marvel veteran whose impressive résumé includes Dungeons & Dragons: Honor Among Thieves, Spider-Man: Homecoming, and Avengers: Age of Ultron. Between the creative team attached so far, there's already a strong mix of blockbuster experience behind the project.

Action Man began life as the British counterpart to G.I. Joe. Released by Palitoy in the U.K., the original figure was based on Hasbro's 1964 G.I. Joe design, but it eventually evolved into something uniquely British.

Later versions featured uniforms, gear, and accessories modeled after British military forces, giving the toy its own distinct identity rather than simply being a regional version of G.I. Joe.

The brand has enjoyed multiple revivals over the decades. It returned in 1993 with a redesigned figure inspired by the G.I. Joe Hall of Fame line, and in 2006 Hasbro celebrated Action Man's 40th anniversary by licensing reproductions of several classic figures.

The character also starred in an animated series, although it was released only on home video in the U.K. because of broadcasting restrictions surrounding children's advertising.

Of course, G.I. Joe has already made several attempts to establish itself on the big screen. G.I. Joe: The Rise of Cobra launched in 2009. It was followed by G.I. Joe: Retaliation in 2013. Both movies were nothing special.

The franchise hit another rough patch with 2021's Snake Eyes, which bombed at the box office. A fourth installment, G.I. Joe: Ever Vigilant, was once in development but has since stalled. Now there’s a project in development withDanny McBride.

When is comes to Action Man, Hasbro has an opportunity to build something fresh using a character with decades of history but very little cinematic baggage. Whether the movie leans into military adventure, espionage, or something closer to a globe-trotting action thriller, there's plenty of room to create a fun and memorable franchise.

Several years ago there was an attempt to make an Action Man movie with James Bobin (The Muppets, Alice Through the Looking Glass) set to direct.

It's still very early days, so there's no word yet on casting, a director, or a release date. But for fans who grew up with Action Man, or anyone who appreciates the legacy of G.I. Joe, this is definitely a project worth keeping an eye on.