'View-Master' Movie or Joke?

Remember View-Master, the Fisher-Price toy with those little 3D picture discs of mountains, rivers and caverns that you could rotate through a viewfinder? Well, DreamWorks is in negotiations to acquire movie rights to the toy from Mattel (which owns Fisher-Price) and has asked Alex Kurtzman and Roberto Orci to do some "Transformers"-style magic on it.
I can't decide if this is serious or a joke!!!
DreamWorks, the producers and Kane will be coming up with a story from scratch, a practice that seems to be happening more and more as Hollywood picks up properties based on the allure of brands and board games. Universal last week picked up rights to the Atari video game "Asteroids" and under its Hasbro deal is developing movies based on such games as "Battleship" and "Candyland.
What????
Brad Caleb Kane, who worked as a writer-producer on the duo's Fox series "Fringe," is on board to write the screenplay. Kurtzman and Orci would produce.
Story specifics are being kept under wraps, though Kane, who tweeted his involvement during the holiday weekend, said, "It'll be like the old '80s Amblin movies: 'Goonies,' 'Young Sherlock' ... in that vein." That post has been taken down.
If it's like Goonies it could be a winner though.