Amazon has ordered TOY WARS to pilot, a limited drama series from Frozen star Josh Gad and Josh Schwartz based on G Wayne Miller’s 1998 non-fiction Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies that Make Them. Gad and Schwartz are adapting the script with Ryan Dixon, who will also executive produce. Baywatch helmer Seth Gordon is set to direct. Schwartz will serve as showrunner and produce through his Fake Empire banner.
The series follows the real-life battle between American toy giants Hasbro, the company behind G.I. Joe and Transformers, and Barbie maker Mattel in the 1980s and 1990s. At the center of the story is Hasbro executive Alan Hassenfeld, who was thrust into the spotlight after taking the reins of the company in the wake of his brother’s death.
Gad has worked as a writer and producer on other television pilots, including Adopted Family at CBS and a family comedy for NBC co-produced by Gary Sanchez Productions, however neither show was picked up.
Schwartz, perhaps best known as the creator of the hit Fox series The O.C., recently saw his pilot Runaways picked up to series by Hulu. He is also a writer and producer on the Universal Pictures family musical Monster High.
Gordon is the director of Baywatch starring Dwyane Johnson and Zac Efron and recently produced a documentary on famed scientist Bill Nye. He is also attached to direct One Night on the Hudson, a comedy thriller with Charlie Day and Jason Sudeikis.
Josh Lyons | Managing Editor
This news was first reported by TV Series Finale.