After the colossal success of the ‘Transformers’ films and the moderate successes of the ‘G.I. Joe’ movies, Hasbro was keen to turn nearly every one of its properties into a cinematic franchise.  But while those two are well-known and long-standing properties, with large cult followings, other concepts, like ‘Battleship’ proved a harder sell.  Now the toymaker has run into another obstacle.

Movie studio Relativity has abandoned plans to create a movie based on Stretch Armstrong, the iconic 70s pliable action hero that spawned an entire line of toys.  The movie was to have been directed by Breck Eisner with a script by ‘The Manchurian Candidate’ scribe Dean Georgaris and at one point, Taylor Lautner had been attached to star as the title hero.  The movie actually had a release date planned for April 11th of next year, although it never went into production.

In a statement, Relativity stated:

Stretch Armstrong is an incredible character who will make an amazing movie, and we know that Hasbro has some new ideas they are looking at.  Relativity and Hasbro have a tremendous relationship, and we decided to focus on other projects. We look forward to continuing to work together.”

Originally, Universal had made an exclusive deal to develop Hasbro’s properties, but after ‘Battleship’ sunk, it dropped the deal, allowing Relativity to step in an acquire the rights in January 2012.

No actual reason given for abandoning the film project.

Stretch Armstrong hit toy store shelves in 1976 and his unique stretchable nature immediately made him a smash hit with kids.  He was initially produced by Kenner, which Hasbro eventually acquired.  Stretch was so popular that Kenner quickly created additional stretchy toys like a villain, Stretch Monster and Ollie and Olivia, the Stretch Octopi.  (I had those, but I was too small and weak at the time to actually make them stretch!)  Not to mention, other companies quickly produced their own knock offs.  The concept was later revived in the 90s.

Sorry Stretch fans!  No movie for now!  But it’s entirely possible that another studio may snatch up the rights.  Would you like to see this movie produced at some point?

Source THR