Sony Pictures is developing a feature film based on Labubu, the viral collectible character that surged to global fame in recent years, the studio confirmed this week.
The film, still in its early stages, will blend live-action footage with computer-generated animation, aiming to capture the whimsical charm that has made Labubu a worldwide phenomenon. Paul King, the British director behind Paddington, Paddington 2, and Wonka, will helm the project and co-produce.
The screenplay will be co-written by Steven Levenson, known for the musical Tick, Tick… Boom! and the stage sensation Dear Evan Hansen. Pop Mart creator Kasing Lung, who brought Labubu to life over a decade ago, will serve as executive producer.
Labubu, first introduced as part of Lung’s The Monsters book series, draws inspiration from Nordic mythology. The elf-like character’s “ugly-cute” appeal has captured fans across the globe, thanks in part to the thrill of blind-box collecting, where buyers never know which version they’ll receive. Over the years, the dolls have gained celebrity fans such as Rihanna and Lisa from Blackpink, further fueling the frenzy.
The announcement was made in Paris during Pop Mart’s global exhibition tour celebrating Labubu’s 10th anniversary, with Lung and King posing among hundreds of the plush figures.
Pop Mart’s meteoric rise has been equally impressive. The Labubu craze has propelled the company to an estimated valuation of nearly $40 billion, surpassing toy giants like Mattel. The brand has also expanded into theme parks, merchandising, and now, film.
Industry experts see the movie as a natural evolution for the brand. “For Gen Z and Millennial consumers, content and commerce are intertwined — watching a story, connecting with a character, and then buying into that world is a seamless journey,” said Kim Dayoung, marketing lecturer at the National University of Singapore. Similarly, Kapil Tuli from Singapore Management University noted that the film could strengthen investor confidence while capitalizing on the success of Chinese animation hits like Ne Zha 2 and Black Myth: Wukong.
No release date has been set, and plot details remain under wraps. But with King and Levenson leading the creative team and a built-in fanbase eager for more Labubu adventures, the project is shaping up as one of the most intriguing toy-to-film ventures in years.
