Amazon has announced that it is set to explore the rivalry between American toy giants Hasbro and Barbie with Toy Wars, which will see Josh Gad (The Angry Birds Movie) starring and co-writing with Josh Schwartz (The O.C.) and Ryan Dixon (Opening Night). Schwartz is set to serve as showrunner, with Seth Gordon (Horrible Bosses) directing.
The project is based upon G. Wayne Miller’s non-fiction book Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies that Make Them, and follows “Alan Hassenfeld, a free spirit who never intended to be an executive. He was thrust into the spotlight, taking the reins of Hasbro when his older brother Stephen, the marketing genius who had built up the family toy company into a powerhouse, died of AIDS.”
Toy Marks marks a reunion for Gad and Dixon, who previously collaborated on the script for the as-yet-unrealised Twins sequel Triplets.
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Originally published September 21, 2016. Updated April 14, 2018.
