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Hasbro and 20th Century Fox are teaming up for a live-action Play-Doh movie, EW has confirmed.

This will join the ranks of Hasbro-inspired films like Ouija and the G.I. Joe and Transformers franchises, not to mention Warner Bros.’ massively successful Lego movie.

Bridesmaids‘ Paul Feig is in talks to direct the Play-Doh film, and Jason Micallef (Butter, Marcel, Marcel) will pen its script. Hasbro will produce with Chernin Entertainment and Feig’s Feigco Entertainment.

While Hasbro saw a flop with 2012’s Battleship, the company hopes to turn its 2 billion-plus cans sold of Play-Doh into a box office win. The live-action Jem And The Holograms and a movie based on card gameMagic The Gathering are also on the horizon for Hasbro.