20th Century Fox is in the process of securing comedy director Paul Feig as the director of its upcoming live-action movie based on Hasbro’s Play-Doh brand. Following in the footsteps of other toys that became Hollywood success stories such as Transformers and The LEGO Movie, Fox seems to be embracing the comedy that can come from such nostalgic toys and the audiences who seem eager to get on board with these adaptations.

Feig’s most recent films were the comedies The Heat (with Sandra Bullock and Melissa McCarthy) and Spy (to be released this June), and his list of successes just keeps growing. Next on his schedule, most likely before he begins work on Play-Doh, he’ll be helming the all-female Ghostbusters movie. Given Paramount’s success with another of Hasbro’s toys, the Transformers franchise, it seems that Hasbro will want to continue that trend. Feig’s involvement will certainly lend the movie a much more comedic spin than the ultra-action of Transformers, but that can only mean widening the audience for Hasbro’s continued success.

The Play-Doh screenplay is to be written by Jason Micallef and produced by Hasbro, Chernin Entertainment, and Feig’s company Feigco under Fox. As the movie is still in the process of coming together, no plot details have been released yet. The Play-Doh movie will most likely be following a handful of other upcoming Hasbro adaptations, including Jem and the Holograms, directed by John Chu, and the adaptation of the Magic the Gathering card game produced by Simon Kinberg. The development of further Hasbro movies will only continue, with the creation of a Transformers writing room under Akiva Goldsman, as previously covered on Mxdwn. For full coverage of the upcoming plethora of Hasbro movies, click here.

There is no set release date for the Play-Doh movie.