G.I. JOE Is Being Rebooted For Millennials, Whatever That Might Mean

Literally what?

The L.A. Times has a new profile on Hasbro, and the angle's all about how the company wants to create "its own Marvel-sized movie universe". They hope to accomplish this by joining a number of franchises (G.I. Joe, Transformers) while launching a few new ones (M.A.S.K., ROM) and even getting into the animation game (a new My Little Pony movie arrives later this year).

Pretty standard stuff, really. Nothing particularly newsworthy. And then this quote happens.

Simon Waters, who oversees consumer products at Hasbro Studios, said the company wants to take “a more millennial approach.”

“The world has changed, and I think you’re going to see G.I. Joe changing with it,” he said. “There’s going to be a much more contemporary approach to the whole franchise, and that will allow us to develop different characters.”

What a Millennial-friendly G.I. Joe might look like is anyone's guess (we're honestly baffled by the statement), so we thought we'd turn to the Birth.Movies.Death. readership for answers: what do you think Hasbro's getting at here? And what do you think it'll look like in practice? 

Sound off with your best predictions for G.I. Joe: Millennial Edition in the comments below.

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