Hasbro and Working Title are developing a film based on Action Man, the long-running British action-figure brand. The project could bring a distinctly British interpretation of the toy to cinema, combining action and comedy while drawing on the character’s cultural association with British adventure stories.

Simon Hatt and Anthony Sellitti are writing the screenplay, while former Marvel executive Jeremy Latcham will produce. Action Man was launched by Palitoy in 1966 after the US success of G.I. Joe, later evolving into a more British and James Bond-inspired figure; the writers reportedly helped secure the project with a stunt-made fight pre-visualisation. Hasbro declined to comment and Working Title did not respond.