According to Deadline, Wonder Street has acquired the film/TV rights to marshmallow Peeps.

You read that right.

The idea is to build them a movie much like Smurfs. It will follow a group of Peeps who set out on a cross-country journey in order to attend Peepsfest, an annual brand celebration in Pennsylvania. David Goldblum is writing the film as well as producing alongside Wonder Street.

I think it's safe to assume this will be an animated film. As much as I want to put this idea in the microwave, we have seen branding thrust into film narratives recently. Space Jam is basically a long commercial for WB intellectual property, and Trolls helped create a boon in toy sales. 

It makes sense from a marketing standpoint, and that's all that Hollywood generally cares about these days. The line between entertainment and commercials is slowly blurring, especially when it comes to ideas aimed at kids and families. 

“Peeps Chicks and Bunnies have been ingrained in American pop culture for nearly seven decades due to their instantly recognizable shapes and fan-favorite marshmallow taste, making them the perfect characters to bring to life on the big screen,” said Keith Domalewski, Director of Marketing & Consumer Engagement at Just Born. “We hope the new Peeps film spreads sweetness to families across the country and provides inspiration for fans to express their ‘Peepsonality’ in new ways.”

Will you be watching? Let us know what you think in the comments.