The project is based on the non-fiction book by G. Wayne Miller entitled Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies that Make Them, about the real-life battle between toy giants Hasbro (G.I. Joe, My Little Pony, Cabbage Patch Kids, Marvel Legends) and Mattel (Barbie, Hot Wheels, Matchbox, American Girl) in the ’80s and ’90s.
Josh Schwartz and Ryan Dixon will co-write with Gad—Schwartz will also be the showrunner—and Seth Gordon is attached to direct the pilot.
Gad, Dixon and Miller will executive produce alongside Schwartz and partner Stephanie Savage (Fake Empire), Seth Gordon (Exhibit A) and Michael Prevett (Story By Entertainment).