Hiddleston, 36, was among the rumoured names in the running to succeed Daniel Craig as the 007 agent, but a source told Page Six that producer Barbara Broccoli is not a fan of the British star.
The source said: “Barbara Broccoli doesn’t like Tom Hiddleston, he’s a bit too smug and not tough enough to play James Bond.”
Craig is said to be back on board with the franchise, despite previously joking that he would rather ‘slash his wrists’ than play the secret service spy again.
According to Page Six, Craig was finally convinced to continue his tenure after working with Broccoli on his hit off-Broadway production of Othello.
“Daniel was very pleased with how ‘Othello’ went and the great reviews,” said a source. “Now Daniel’s talks with Barbara are going in the right direction.
“They have a script – screenwriting duo Neal Purvis and Robert are writing and they’ll go into production as soon as Daniel is ready to commit.”
Pierce Brosnan – who last played Bond in 2002 film Die Another Day – encouraged Craig to take on another outing as the British spy.
“It’s his for the taking,” he said. “Go for it man. He’s brilliant.”
Hiddleston was the bookies favourite to take over from Craig, with Coral suspending betting on the Night Manager star after a large bet was placed.
It came days after he was reportedly spotted meeting with Bond movie director Sam Mendes and Broccoli.
Other stars rumoured to be in the running for the role include James Norton, Idris Elba, Jamie Bell and Aidan Turner.