Actor-writer Josh Gad (Angry Birds) is set to star and co-write, Josh Schwartz is attached to co-write and showrun and Seth Gordon is expected to direct Toy Wars, a limited drama series in development at Amazon, which follows the real-life battle between American toy giants Hasbro, the company behind GI Joe, Transformer and My Little Pony toys, and Barbie maker Mattel in the 1980s and 1990s.
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Journalist and novelist Miller wrote the book after five years of unprecedented access to Hasbro, sitting in on meetings and interviewing employees. It follows Alan Hassenfeld, a free spirit who never intended to be an executive. He was thrust into the spotlight, taking the reins of Hasbro when his older brother Stephen, the marketing genius who had built up the family toy company into a powerhouse, died of AIDS. The book features a number of real-life characters, like Steven Spielberg and George Lucas. One of them is Stephen Schwartz, Josh Schwartzs father. He was one of late visionary CEO Steven Hassenfelds Three Musketeers, who helped turn Hasbro into the number one toy company in the world.
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