You’ve probably never heard of the next toy that’s being adapted as a live-action family feature at Mattel Studios—and you might not want to run into him in a dark alley, either.

The banner is developing Tony the Tattooed Man with indie filmmaker Tracie Laymon (Bob Trevino Likes It) on board to direct and write the screenplay. This toy brand debuted in 1992 but was quickly discontinued—which has propelled Tony to cult-classic status today. (There’s currently one complete set for sale on eBay, going for US$300.)

Here’s what we know about the property and its upcoming adaptation.

Who the heck is Tony the Tattooed Man?

Designed as a muscular male action figure, Tony was sold with sheets of temporary tattoos with gnarly illustrations like spider webs, skulls and bugged-out eyes. Kids could use an applicator to decorate Tony’s body with these ink designs or even try it on themselves. This old commercial should give you an idea of what the toy was all about.

According to Failure Museum, Mattel intended for Tony to help them age up and reach an older kids & teen demographic—but parents railed against the tattoo-focused play pattern, leading to the line being discontinued.

Images courtesy of Mattel

What’s the strategy for an adaptation?

This IP feels like an outside-the-box choice for Mattel, which has been sifting through its toy chest and selecting the most popular and recognizable brands (Barbie, Matchbox and American Girl, to name a few) for its emerging movie slate. 

But even if Tony doesn’t have the same mainstream fan following as Mattel’s heavy-hitters, the company clearly sees potential here for a compelling all-ages story—not to mention a chance to revive an abandoned toy line. It’s also another sign that its studio isn’t afraid to get a little eccentric with its slate. (It also has an adult-skewing A24 Barney movie on the way, for example.)

What has Mattel Studios said about the project?

President and content chief Robbie Brenner hinted that Tony’s real-world underdog story ties in with the themes of the film. “It’s a story that feels especially relevant today, one that explores looking beyond first impressions and leading with empathy,” she said in a release. 

While there’s no logline yet, the studio did say that the film would be a character-driven drama with “surreal fantasy” and “emotional depth”. It’s a unique approach for a four-quadrant feature, explaining why Mattel brought in a rising-star indie filmmaker to spearhead the vision. 

What other adaptations are coming up at Mattel?

Going for the same boy-skewing crowd as Tony’s original intended audience, Mattel is gearing up for a big year with its live-action Masters of the Universe film due out in June. It will be a crucial test of the company’s ability to turn its legacy toys into summer blockbusters and prove that Barbie was no fluke. Then later in the year, Apple TV will roll out Matchbox: The Movie (based on Mattel’s die-cast vehicle brand) on October 9, starring John Cena.

Mattel has also signed key talent and partners to develop a number of toy-inspired films in recent months. Hello Sunshine is co-developing a Polly Pocket adaptation starring Lily Collins. The Sixth Sense filmmaker M. Night Shyamalan is on board to direct a Magic 8 Ball series with Glee co-creator Brad Falchuk writing scripts. And Wicked director Jon M. Chu will helm a long-anticipated Hot Wheels feature.