Hasbro has revealed that it won’t be pressing ahead with a new G.I. Joe sequel, instead opting to take the movie series back to square one for a reboot.
Hasbro is moving more heavily into films itself, and has been developing its own movie universe. Furthermore, it’s coughed up itself to make My Little Pony: The Movie, that arrives in cinemas in the autumn (whereas on the likes of the Transformers films, its licensed its property to other companies).
But with G.I. Joe, we’ve had two films thus far that have made decent money, but won few people over. As such, Hasbro is cutting its losses there, and starting over.
According to Hasbro global brand licensing boss Simon Waters, “the world has changed, and I think you’re going to see G.I. Joe changing with it. There’s going to be a much more contemporary approach to the whole franchise, and that will allow us to develop different characters”.
Steve Davis – Hasbro’s chief content officer, as opposed to the one-time snooker champion and now DJ – added that “we hope to create a head snap. It’s a different kind of Joe – one that still resonates with ‘Joe’ fans but brings in an uninitiated audience and expands the audience internationally and domestically”.