Play-Doh copy

20th Century Fox and Hasbro are pushing a Play-Doh feature film, Deadline reports. Play-Doh is a children’s modeling clay compound made primarily of water, salt and flour.

Freaks and Geeks creator and Bridesmaids director Paul Feig—also producing the upcoming CG Peanuts Movie—is in negotiations to direct, with Jason Micallef (Butter) attached as writer.

Not counting the Steve Martino-helmed Peanuts Movie, it wouldn’t be the first time Feig took charge of a beloved property: he has recently sparked fanboy wrath with the news of his upcoming all-female Ghostbusters reboot starring Melissa McCarthy and Kristen Wiig.

Fox and Hasbro, Deadline suggests, might be encouraged by the success of The LEGO Movie, which managed to turn brightly colored but unassuming children’s plastic waste into box office gold.

Hasbro has been especially aggressive about pushing feature films based on its classic toy properties of late. Though 2012’s Battleship sunk without a trace, a fifth Transformers movie and third G.I. Joe movie are due for 2016—and, increasingly, the chosen properties have been off the beaten toy store track, with nary an action figure in sight: movies based on the Monopoly and Candy Land board games, Hungry Hungry Hippos, and Tonka toy trucks are all in various states of development.

Movies based on less counter-intuitive properties, such as the fantasy card game Magic: The Gathering and My Little Pony (already a successful animated television series), are also in the works at Hasbro.

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