Mattel, Inc. and Metro Goldwyn Mayer Pictures (MGM) will develop a live-action motion picture based on Mattel’s American Girl line of dolls and books. The news comes as Toy Fair New York begins and Mattel rolls out its new product and project announcements. Mattel Films, MGM, and PICTURESTART’s Erik Feig will produce. Cassidy Lange, MGM’s co-president of production and Robbie Brenner, Mattel Films’ executive producer will oversee production.

“American Girl is a beloved, story-driven franchise lending itself perfectly to a feature film,” says  Ynon Kreiz, Mattel’s chairman and CEO. “In MGM and Erik we have world-class partners and we look forward to working with them to give our passionate American Girl fans of all ages another way to connect with this iconic brand.”

American Girl characters were first introduced in 1986 and have since offered an inspiring world of dolls, original content, and experiences that nourish a girl’s spirit and help develop her strength of character. Over 32 million American Girl dolls and 157 million American Girl books have been sold through the company’s catalog, retail stores and website. American Girl’s popular character stories have previously been adapted into several successful films made for television and culminated in Picturehouse and New Line Cinema’s feature adaptation of the Kit Kittredge character with Kit Kittredge: An American Girl, starring Abigail Breslin.

Mattel is making a big play for television and film. Mattel Films recently partnered with Warner Bros. Pictures to develop live-action films based on Hot Wheels and Barbie, and a reimagining of He-Man and The Masters of The Universe is in-development at Sony Pictures.