Hasbro and Working Title Films are developing a live-action adaptation of Action Man, bringing one of Britain’s most recognizable action figure franchises to the big screen. The project is currently in the early stages of development, with Marvel veterans Simon Hatt and Anthony Sellitti attached to write the screenplay and Jeremy Latcham set to produce. No director, cast or release date has been announced.
Unlike previous toy-based adaptations, the new film is being developed with a distinctly British identity rather than positioning Action Man as another version of G.I. Joe. According to the available details, the project is planned as an action-comedy that embraces the character’s British roots and the adventurous spirit that has defined the brand for decades. Hatt, a longtime fan of Action Man, reportedly created a pre-visualized action sequence with a stunt team to demonstrate the film’s creative direction to Hasbro and Working Title during development.
The creative team brings significant franchise experience to the project. Simon Hatt previously served as an executive producer on Guardians of the Galaxy Vol. 3, while Anthony Sellitti wrote for Marvel Animation’s X-Men ’97. Producer Jeremy Latcham has also worked on several major Marvel productions, in addition to Dungeons & Dragons: Honor Among Thieves. Their collective experience developing large-scale franchise films is expected to shape Action Man‘s transition from toy shelves to the big screen.
Working Title’s involvement also makes the project noteworthy. The British production company has built its reputation on acclaimed and commercially successful films spanning multiple genres. Partnering with Hasbro on Action Man signals an opportunity to bring a distinctly British perspective to a global action-adventure property while expanding the company’s production slate into franchise filmmaking.
Action Man has a history stretching back nearly six decades. The toy was introduced in 1966 by British company Palitoy as a licensed version of Hasbro’s G.I. Joe, which had debuted in the United States two years earlier. Early figures represented military roles including soldiers, sailors and pilots, but over time the brand developed a distinct identity rooted in British culture and adventure rather than its American counterpart.
That identity became even more pronounced when Action Man was relaunched during the 1990s. The character evolved beyond military missions into a globe-trotting adventurer battling colourful villains such as Dr. X and Professor Gangrene. An accompanying animated television series further expanded the franchise beyond the toy line, while Hasbro continued reviving the brand through various releases over the following decades, ensuring its place across multiple generations of fans.
This is not the first attempt to bring Action Man to cinemas. Hasbro explored a live-action adaptation in the early 2010s, but the project never moved forward. At the time, the company was also expanding several of its other entertainment properties, including Transformers and G.I. Joe. The latest effort arrives under very different industry conditions, with Hollywood once again investing heavily in established toy brands as potential film franchises.
The timing reflects a broader trend across the industry. Following the critical and commercial success of Barbie, studios have increasingly revisited well-known toy properties with an emphasis on character-driven storytelling rather than straightforward product adaptations. Projects such as Matchbox demonstrate that studios continue to view toy brands as valuable sources of original franchise filmmaking, with Action Man now joining that growing slate.
Development on Action Man remains in its early stages, with casting, a director and a release date yet to be announced. With Hasbro, Working Title and an experienced creative team now in place, the project represents another major step in Hollywood’s continuing interest in adapting iconic toy brands for modern audiences while giving one of Britain’s best-known action figures his long-awaited cinematic debut.
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