Ghostbusters director Paul Feig is in talks to take the helm for a live action Play-Doh movie that is being set up by 20th Century Fox and Hasbro. Jason A. Micallef (Butter) is set to write the screenplay. Of course, no story details were given at this time, and it isn’t known how the studio plans on taking this popular children’s toy and turning it into a narrative feature. On the other hand, those who may doubt the theatrical potential for Play-Doh may have had similar doubts with The Lego Movie, which turned out to be a blockbuster for Warner Bros., grossing $638 million worldwide and spawning a sequel and two spinoffs, so anything is possible.

Play-Doh was first manufactured as a wallpaper cleaner in the 1930s, but after a Cincinnati classroom full of children started using it to mold into shapes, the product was re-branded and marketed to schools as a toy. Ever since its nationwide launch in the 1950s, over 2 billion cans of Play-Doh have been sold. Hasbro will produce the Play-Doh movie alongside Chernin Entertainment.

This project is just the latest to come out of Hasbro, which recently brought on Akiva Goldsman to formulate a “writers room” to generate ideas for future Transformers sequels. Hasbro will next release Jem and the Holograms this October, and the company is also developing a movie based on the popular Magic: The Gathering role-playing card game. Do you think that a movie about Play-Doh could be shaped and sculpted into a cinematic hit? Let us know what you think below.

Play-Doh comes to theaters in 2017.