Live Action Film Based on Hasbro's 'Play-Doh' on the Way

Deadline reports that 20th Century Fox is close to inking a deal with Hasbro for a live-action film based on the popular children's toy Play-Doh. Hasbro, Chernin Entertainment and Feigco will co-produce the project.

Paul Feig (Bridesmaids) is currently in talks to direct the film, while Jason Micallef is set to write the script. How successful will a full-length film featuring clobs of clay be? Only time will tell!

Play-Doh is a modeling compound used by young children for ART AND CRAFT projects at home and in school. Composed of flour, water, salt, boric acid, and mineral oil, the product was first manufactured in Cincinnati, Ohio, U.S., as a wallpaper cleaner in the 1930s.

Play-Doh was demonstrated at an educational convention in 1956 and prominent department stores opened retail accounts. Advertisements promoting Play-Doh on influential children's television shows in 1957 furthered the product's sales.

Since its launch on the toy market in the mid-1950s, Play-Doh has generated a considerable amount of ancillary merchandise such as The Fun Factory. In 2003, the Toy Industry Association named Play-Doh in its "Century of Toys List". [source]

Photo courtesy of Hasbro.com

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