Play-Doh film in development by 20th Century Fox with Paul Feig attached to direct

Feig said that it would probably be a mix of Claymation and CGI animation

(Stepan Popov/Getty Creative)

20th Century Fox is working on a deal with Hasbro, the manufacturers of toy brand Play-Doh, to create a live-version film based around the colourful toy modelling clay.

Bridesmaids and The Heat director Paul Fieg, who is also producing a film based on the Snoopy universe, has been brought in to helm the film.

He told Yahoo Movies: "Honestly, when it was first brought to me and they asked 'Can you make a movie out of this' I thought the same thing [as everyone], like 'What the f*** do you do with that?'"

"But if you think about it, it’s just claymation. All Play-Doh is is multi-colored clay. What greater playing thing?"

Feig, who has been working on a reboot of Ghostbusters with an all-female cast, said that it would probably be a mix of Claymation and CGI animation, and is being written by Jason Micalleg who penned 2011’s Butter, which Fieg hailed as "one of the funniest pitches I’ve ever heard in my life".

Play-Doh isn't the only children's toy to make it into Hollywood. ON Entertainment announced last year that it had secured the film rights to Playmobil, partnering with Pathe and Wild Bunch to put together an $80million animated feature.

Sceptics should take note of the success of The Lego Movie, which was named the highest-grossing film of 2014 at the UK box office and received widespread critical acclaim, despite early doubts about how the toy-based production could appeal to mass audiences.