According to Hasbro consumer products overseer, 'there's going to be a much more contemporary approach to the whole franchise.'
Following the makings of "Transformers" movie franchise and "My Little Pony", toy company Hasbro is working on another project. The company plans to make a reboot for "G.I. Joe" movie series, which initially were set to have a sequel.
Speaking to Los Angeles Times, Hasbro consumer products overseer Simon Waters said, "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."
The feature films based on Hasbro's action figures, titled "G.I. Joe: Rise of Cobra" and "G.I. Joe Retaliation", were released in 2009 and 2013 respectively. Starring in the first movie were Channing Tatum, Sienna Miller and Joseph Gordon-Levitt, while Dwayne "The Rock" Johnson and Bruce Willis joined the second movie.
Although "G.I. Joe" movie series nabbed a satisfying cume worldwide, the movies only got modest reviews. Hasbro aims for a "different kind of 'Joe' " in untitled G.I. Joe reboot. "We hope to create a head snap," said Hasbro's chief content officer Steve Davis. "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," he added.
G.I. Joe is a line of Hasbro's action figures which represent U.S. armed forces. There are some branches of them, which include the Action Soldier (U.S. Army), Action Sailor (U.S. Navy), Action Pilot (Air Force) and Action Marine (Marine Corps).