With film adaptations of several of its properties spending years stuck in development hell, toy giant Mattel has now announced that it is going down the Hasbro route by launching its very own film division.

According to Variety, Mattel is currently setting up Mattel Films, which will be led by Robbie Brenner, producer on Dallas Buyers Club. Brenner will report directly to Mattel chairman and CEO Ynon Kreiz.

“Mattel is home to one of the world’s greatest portfolios of beloved franchises, and the creation of Mattel Films will allow us to unlock significant value across our IP,”said Kreiz. “Robbie is a gifted storyteller and a highly respected filmmaker with deep relationships in entertainment. She is the perfect leader to bring our celebrated brands to life.”

“Generations of children around the world have grown up with deep emotional connections to Mattel’s brands and characters,” added Brenner. “There are so many stories to be told and so many imaginations to be captured by these iconic brands, and I look forward to working with Ynon and his team to do so.”

The article goes on to reveal that Sony’s options on both Barbie and Masters of the Universe have now expired, with both properties joining the likes of Hot Wheels, Monster High and Max Steel as potential franchises for the studio (although in the case of the latter, the $4 million gross of 2016’s live-action movie probably leaves it at the bottom of the queue).