Grown-ups who were once Toys ‘R’ Us kids are now bringing the beloved toy store brand to life on the big screen. A media company called Story Kitchen, known for turning non-traditional intellectual properties like video games into films and TV shows, is working with Toys”R”Us Studios to create a live-action Toys ‘R’ Us movie, as reported by Variety.
Dmitri M. Johnson and Mike Goldberg, co-founders of Story Kitchen, expressed in a statement that Toys ‘R’ Us is a significant cultural landmark still shaping the child within us all. As children of the ’80s who held Toys ‘R’ Us as one of the most enchanting destinations on earth, they are proud to collaborate on a project that will embody the essence of adventure, imagination, and fond memories that Toys ‘R’ Us symbolizes.
The upcoming movie, simply known as “Toys ‘R’ Us,” promises a lively, contemporary tale that underscores the brand’s impact in the toy industry for over 70 years. Some have compared its storyline to “Night at the Museum,” where exhibits in the Museum of Natural History magically come to life after dark.
As reported by Variety, the upcoming film is following a similar style as classics such as “Big” and “Back to the Future,” along with toy-centric movies like Sony’s remake of “Jumanji” and Warner Bros.’ hit “Barbie” movie.
As a die-hard movie enthusiast, I can’t help but feel electrified about the prospect of our very first film project. It’s a chance to transport the enchanting spirit of our beloved brand, Toys ‘R’ Us, onto the silver screen. This cinematic adventure will mirror the limitless realms of play itself, stirring up the same awe-inspiring wonder that defines Toys ‘R’ Us. The tale we’re about to spin will ignite imaginations, embark us on thrilling quests, and fill our hearts with uncontainable joy – just like the magical experiences Toys ‘R’ Us has always offered to kids of every age.
The report mentions that producers are currently discussing with possible directors for future projects. Further details like casting and other specifics might be revealed in the upcoming months.
In 2022, Johnson, who’s known for producing the ‘Sonic the Hedgehog‘ series connected to Sega video games from Paramount, introduced Story Kitchen in partnership with Goldberg. Apart from the successful ‘Sonic’ trilogy, Story Kitchen collaborated with Netflix on the animated series ‘Tomb Raider: The Legend of Lara Croft’, live-action ‘Tomb Raider’ (from Phoebe Waller-Bridge) with Amazon MGM Studios, an adaptation of ‘Streets of Rage’ in progress at Lionsgate, and the upcoming reboot of Paul W.S. Anderson’s ‘House of the Dead’.
In collaboration with Timothy I. Stevenson (for “Accidental Love”) and Elena Sandoval (for “Sifu”), Johnson and Goldberg are working alongside Story Kitchen and Toys ‘R’ Us Studios, headed by Olko. In the year 2024, Olko and Toys ‘R’ Us Studios created a 67-second brand film during the Cannes Lions Festival. This short movie portrays a young Charles Lazarus, the founder of Toys ‘R’ Us, envisioning a magical realm that would revolutionize toy stores forever. Remarkably, this was the first brand film ever made using OpenAI’s innovative text-to-video tool, Sora.
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2025-04-23 02:15