One of the most popular and iconic toy lines of all time is getting its own live-action movie. Following in the footsteps of Stretch Armstrong, G.I. Joe and Battleship, Barbie will get her own live action movie.

Universal is developing a movie based on the popular doll according to the Hollywood Reporter.

The studio has made a deal with Mattel to build a live action film around its signature toy line. Studios are placing a premium on building films around well-known concepts. Universal executives feels it has landed the queen of globally branded toy figures.

According to Mattel, the 50-year old Barbie has 99% worldwide brand awareness, is the number one girls property in the toy industry, the top doll property in the U.S. and the number one worldwide property in the traditional toy industry.

“Barbie is the most famous doll in history, a unique cultural icon in the world of brands,” said Universal Pictures chairman Marc Shmuger. “So many representations of Barbie frequent pop culture, but never before has she been brought to life in a motion picture. We’re grateful to Mattel for entrusting us with this extraordinary opportunity.”

Laurence Mark has signed on to produce the movie and says the next step in the process is find the right writers for a family-friendly film.

“Barbie may be the most popular girl in the world, and has always been a wonderfully aspirational figure, so we must do her proud,” Mark said.

No word yet on who would play Barbie and/or Ken in the film and whether it would be a high profile Hollywood name or a new comer.

Barbie is no stranger to movies. She has been featured in a number of direct-to-home theater animated releases. But this film will be the first live-action film for the popular doll.