Josh Gad ("Frozen") is set to both co-write and star in Toy Wars,
the upcoming dramatization of journalist G. Wayne Miller's non-fiction book
about the real battle between toy giants Hasbro and Mattel in the 1980's and
1990's titled Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the
Companies that Make Them.
Gad will co-write the script, for Amazon, alongside Ryan Dixon and The O.C.'s
Josh Schwartz who will also act as its showrunner, while Horrible Bosses' Seth
Gordon is expected to direct.
Miller's book offers "an unprecedented
behind-the-scenes journey through a world of influence, fantasy, and
multimillion-dollar Hollywood deals, a world where the whims of children make
millionaires and topple titans.
This
is also the story of an unusual man. Alan Hassenfeld, the chief
executive officer of Hasbro, never intended to run a Fortune 500
company. A free spirit who dreamed of being a writer and exploring
Asia, he was content to remain in the shadow of his older brother Stephen, a
marketing genius who transformed a family firm established by immigrant Jews
into powerhouse and Wall Street darling.
Then
tragedy struck. Stephen, and intensely private man, died of AIDS, a
disease he had not acknowledged he had, even to his family. Alan
Hassenfeld was named CEO, just as Hasbro was facing a daunting onslaught of
challenges. Toy Wars is about Alan's
struggle to balance the demands of the bottom line with his ideals about the
kind of toys children deserve, as well as the ethical obligations of management." - Amazon
Also
featuring in the story are such Hollywood moguls as Steven Spielberg, George
Lucas, and Power Rangers' Haim Saban, whose creations have turned into licensing
gold for both companies.
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