Toy Wars, a limited drama series, will follow the real-life battle between Hasbro and Mattel in the 1980s and 1990s.
Actor-writer Josh Gad is to star and co-write, Josh Schwartz is to co-write and showrun, Seth Gordon is to direct and Ryan Dixon is to co-write the project, based on the book by G. Wayne Miller, Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies that Make Them.
This is a personal project for Josh Schwartz, who boarded Toy Wars after Josh Gad, Ryan Dixon and Seth Gordon sold it to Amazon. Upon learning of Josh Schwartz’s personal connection to the book, Josh Gad reached out to The O.C. creator who immediately jumped on board.
G. Wayne Miller wrote the book after five years of access to Hasbro, sitting in on meetings and interviewing employees. The story follows Alan Hassenfeld, a free spirit who never intended to be an executive, who took over the reins of Hasbro when his older brother Stephen, the marketing genius who had built up the family toy company into a powerhouse, died. The book features a number of real-life characters, such as Steven Spielberg, George Lucas and Stephen Schwartz, Josh Schwartz’s father, who it is said helped turn Hasbro into the company it is today.