The retail chain that filed for bankruptcy in 2017 believes a film starring mass produced kids’ merch will be a good way to refresh its brand relevance. Let’s all blame Barbie …Seth Rogen’s Apple TV+ show The Studio has a compelling character at the centre; a studio executive who loves cinema but is forced to churn out endless soulless dreck based on increasingly miserable IP. In real life, however, it would be silly to assume that someone would be creatively barren enough to make a film based on Kool-Aid. And this is because in real life people are creatively barren enough to make a film about Toys R Us.Variety has reported that a live-action Toys R Us movie is in the works, made by Toys R Us Studios which is apparently a real thing that exists in the world. The movie is said to be a live-action film, along the lines of Night at the Museum and Big, which “aims to capture that childhood wonder in a modern, fast-paced adventure that taps into the Toys R Us brand’s relevance across its more than 70 years in the toy industry.” And quite frankly this couldn’t have come soon enough, because if my children have been crying out for anything, it’s a film about the brand relevance of a shop. Continue reading...