Robert Rugan has come aboard to direct Kidrobot, MGM’s adaptation of the designer toy brand with an street art and fashion bent, The Hollywood Reporter said.

Scott Aversano (The Last Airbender) is producing the project.

Plot details are being kept deep in the mainframe but the project is intended to be a live-action narrative centered on robots.

Matt Ember and Tom Astle, whose recent work consists of animated films Home and Epic, wrote the script.

The adaptation was once set up at Paramount but MGM picked up the film rights last year.

Rugan has done spots for companies such as Visa, IFC, HBO, Kodak, Nikon and Durex, winning two CLIO Awards and the CyberLion at Cannes. He was also behind popular video Wiley vs Rhodes, a live-action spoof of a Wile E. Coyote and Road Runner cartoon.

The director has several projects in development, among them Genies (aka Children of the Lamp) at Paramount and Chip 'n' Dale, Disney big-screen take on their cheeky rodents.