Apparently the lure of a familiar brand name is so powerful that not even a massive recent flop like Universal’s Battleship can dampen studio execs’ enthusiasm for turning famous toys into movies. The latest Hasbro property to sign on for the big screen treatment is Tonka, Hasbro’s 65-year-old line of toy trucks for kids. The company is teaming with Sony Pictures and Happy Madison for the project, which will be an animated adventure. More details after the jump.

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