“I don’t want to grow up, I’m a Toys ‘R’ Us kid.” For millions who came of age in the ’80s and ’90s, those lyrics were both a jingle and a lifestyle. Now, decades after the rise and fall of the beloved toy retailer, the brand is headed somewhere new: the big screen. Story Kitchen, the production company behind film and television adaptations of video game properties like Sonic the Hedgehog and Tomb Raider, has announced plans to develop a live-action Toys ‘R’ Us movie in collaboration with Toys”R”Us Studios.
Details about the plot remain under wraps, but the project is being described as a modern, fast-paced adventure that pays homage to the toy store’s decades-long cultural legacy. The Variety report suggests the tone and premise may draw inspiration from films like Night at the Museum, Big, and Jumanji: family-friendly adventures that blend fantasy with nostalgia. Tapping into the emotional pull of a brand synonymous with childhood wonder, the movie aims to rekindle memories of aisles packed with action figures, board games, and stuffed animals, all under the watchful gaze of Geoffrey the Giraffe.
Story Kitchen co-founders Dmitri M. Johnson and Mike Goldberg seem to be leaning heavily into that sentiment, “Toys ‘R’ Us is a cultural touchstone that continues impacting the child in all of us today. As ’80s kids who considered Toys ‘R’ Us one of the most magical places on Earth, we’re honored to partner to create a film that will capture the spirit of adventure, creativity and nostalgia that Toys ‘R’ Us represents.” Johnson’s track record in adapting unconventional IP gives this project a measure of credibility, having served as a producer on the surprisingly successful Sonic the Hedgehog franchise.
This announcement arrives at a time when Hollywood’s fixation with IP (particularly toy-based IP) is reaching full tilt. With Barbie’s billion-dollar box office run lighting the way, studios are scrambling to dig up recognisable names to repackage for modern audiences. Projects based on everything from Matchbox cars to Rock ‘Em Sock ‘Em Robots are in various stages of development. Even Minecraft, though technically not a toy, fits into this expanding category of childhood-inspired media cashing in at the global box office.
Still, questions linger about how much elasticity remains in the toy-to-screen trend. Will nostalgia be enough to attract younger audiences unfamiliar with the Toys ‘R’ Us experience, especially after most of its physical locations shuttered in the late 2010s? For now, the Toys ‘R’ Us movie is early in development and has no release date attached.
Natalie is a big fan of anything related to movies, TV shows, and anime — you name it. When she’s not reading or being a dedicated cinephile, she’s probably playing gacha and tabletop games, or daydreaming of Caleb from Love and Deepspace.
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