Action Man — the iconic British action figure that first launched in 1966 — is getting the movie treatment.
Variety has confirmed that an Action Man film is being developed by U.K. powerhouse studio Working Title alongside Hasbro, who own the licence and whose own G.I. Joe toyline the original Action Man was based on.
The script for the project is being written by LA-based U.K. filmmaker Simon Hatt, known for his work at Marvel including as an exec producer on “Guardians of the Galaxy Vol. 3,” and “X-Men ’97” co-writer Anthony Sellitti.
Producing is Jeremy Latchem, another former Marvel exec whose credits include “Dungeons & Dragons: Honor Among Thieves,” “Spider-Man: Homecoming” and “Avenger: Age of Ultron.”
Action Man, launched in the U.K. by Palitoy, was originally based on Hasbro’s 1964 G.I. Joe figure, but later models gave it a more local look and feel, with uniforms and accessories reflecting British armed forces. It was reintroduced in 1993, based on the G.I. Joe Hall of Fame figure of that time, while in 2006 Hasbro licensed reproductions of a variety of the original Action Man figures to celebrate its 40th anniversary. Action Man did get its own animated cartoon series, but this was only available on video in the U.K. due to broadcasting rules regarding advertising to children.
G.I. Joe, meanwhile, has already had three live-action movies, starting with 2009’s “G.I. Joe: The Rise of the Cobra,” which grossed $302 million worldwide, followed by “G.I. Joe: Retaliation” ($375.7 million) in 2013 and the 2021 reboot “Snake Eyes,” which made just $40 million off a budget between $88-110 million. A fourth film, “G.I. Joe: Ever Vigilant,” was in development but has since stalled.
Variety‘s sister publication The Hollywood Reporter was the first to announce the Action Man movie
