The macho doll Action Man, celebrating his 30th birthday this year, is being given his own TV show, starring Gladiator Mark Griffin as the hero.
BSkyB is running the part animation, computer graphics and live action series on its Sky One channel from April 7.
A spokesman for the Hasbro toy, first launched at a 1966 toy fair, notes it is more usual for a toy to be launched as a spin-off from a TV show, not the other way around. The series is the first to be launched for Action Man, known as GI Joe in the US.
A deal has been struck between Hasbro and DIC Entertainment over production of the show.
Action Man was one of the UK’s biggest selling toys last Christmas, rivalling the Power Rangers figures.
Last August, Hasbro signed a worldwide joint venture with DreamWorks SKG to create and produce a line of products with toys such as Sindy and Action Man.
DreamWorks, created by Steven Spielberg, entered into the venture with Hasbro to help develop toys and games using the company’s experience in film, animation, television and interactive projects.