Apparently Hollywood feels toys are a more ripe source material for films than actual source material these days.

After Paramount’s intensely lucrative endeavors into the action figure world with the “Transformers” films and the recently successful “G.I. Joe: The Rise of Cobra,” Warner Bros. has decided to get in on the game with a film centered on the popular building toy, Legos.

Variety is reporting that Dan and Kevin Hageman have been hired to write the action-adventure, family comedy script that will mix live action and animation.

Dan Lin will produce the project through his Lin Pictures, which also has a hand in an upcoming live-action “Tom and Jerry” film.  And Roy Lee will produce through his Vertigo banner.

Lego has made several direct-to-DVD animated movies based on its Bionicle line, but has, until now, turned down any attempt to make a full-length feature with live-action elements.

With a slew of upcoming films based on Hasbro and Mattel toys the film industry has found a way not only fill seats based on brand recognition but a way to help sell more toys and create allies out of the companies that make them.  The only losers in this new trend are the viewers.