To date one of the seemingly more unlikely licensed properties to be targeted for a big screen adaptation, a Play-Doh movie appears to be on the way from 20th Century Fox. Deadline has the news, reporting that the studio is teaming with Hasbro to build a narrative around the children’s modeling clay that’s fun to play with, not to eat. What’s more, the outlet reports that the Play-Doh film has attracted the interest of none other than Paul Feig, who has entered talks to both write and direct.

Since the product’s creation in 1955, more than 950 million pounds of Play-Doh have been sold with 100 million cans currently being produced every year.

“The Play-Doh brand’s mission is to spark children’s imaginations and inspire creativity in their lives,” reads Hasbro’s official site. “Kids can enjoy silly tactile fun while helping to build fine and gross motor skills.”

Hasbro has previously brought to the big screen films based on toy lines like Transformers and G.I. Joe as well as board games like Battleship and Ouija. Other properties on the way to the big screen from the company are at various stages of development. Among them are Jem and the Holograms, Candy Land, Monopoly, Magic: The Gathering and Tonka Trucks.

Feig, whose latest, Spy reteams him with Bridesmaids and The Heat star Melissa McCarthy, is next directing Sony Pictures’ Ghostbusters reboot, set to star Kristen Wiig, Melissa McCarthy, Kate McKinnon and Leslie Jones.