Video games giant Electronic Arts is moving Hasbro's G.I Joe character into the interactive entertainment industry - with the firm planning a console and handheld game to tie in with the launch of the new film this summer.
Live action movie G.I Joe: The Rise of the Cobra opens in August, and EA will reveal a 'first look' at the accompanying video game at Hasbro's showroom at the US Toy Fair from February 15th to 17th in New York City.
"G.I Joe has been an icon of action for 45 years," said Mark Blecher, general manager of digital gaming and media at Hasbro. "EA has tapped the legacy of the G.I Joes vs Cobra saga to create an amazing interactive experience inspired by the movie, comic books, animated series and iconography that we hope will resonate with millions of fans."
Chip Lange, general manager and VP of EA Hasbro, added: "As Hasbro and Paramount Pictures reignite the G.I Joe property this year, EA is excited to play a major role in bringing this icon of pop culture history to a new generation of enthusiasts through interactive gaming."