For decades, Hasbro products — Transformers, G.I. Joe, My Little Pony, Jem & the Holograms — have been the subject of TV shows and movies, but now the toy company is reportedly looking to go even bigger with the possible acquisition of DreamWorks Animation.

According to the Wall Street Journal, it seems like an inevitability for both companies, as Hasbro has seen its recent toy-related movie franchises bring in a boatload of cash, while DreamWorks has been expanding its movie-related toy and merchandise business.

By owning a studio, Hasbro — which recently launched its own film production company — would not have to share as much of the loot with its current studio partners, and it would be able to pump out even more toys for DreamWorks hits like Shrek and How To Train Your Dragon. And its existing connections with retailers would help to move more of the merch that DreamWorks has been trying to sell.

DreamWorks Animation is no longer part of live-action movie studio DreamWorks SKG, so the Hasbro deal would not impact that business.

The Journal says that talks are still in the early stage, but that an announcement could be made in the coming weeks.

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