Brian Levant was hired to direct the film. Columbus said Levant "underst the humor in the material" and "was very animated and excited, and he had a vision of what he wanted to do". Levant said "The story that was important to me was between the father and son ... it's a story about love, and a father's journey to deliver it in the form of a Turbo Man doll. The fact that I got to design a toy line and do the commercials and make pajamas and comic books was fun for me as a filmmaker. But at its root, the movie's about something really sweet. It's about love and building a better family. I think that's consistent with everything I've done."