In a move that signals the continuing trend of toy-based entertainment, Sony Pictures has secured the screen rights to the global plush toy phenomenon, Labubu. The studio is in early development of a feature film intended to anchor a new franchise, following the blockbuster blueprint set by films like Barbie.
From Figurine to Feature Film
The deal between Sony Pictures and the Chinese toy makers was formally signed this week, as first reported by the Hollywood Reporter. While excitement is building, specific details remain under wraps. The project is in its very early stages, with no producer or filmmaker attached, and a key creative decision—whether the film will be live-action or animated—has yet to be made.
The viral toys were originally designed by Kasing Lung, a European-based artist who moved to the Netherlands from Hong Kong as a child. Lung has stated that the designs were inspired by Nordic fairytales. The characters, initially part of a line of monster figurines by the company How2 Work, were propelled to international fame after being marketed by Chinese retailer Pop Mart.
The Meteoric Rise of a Toy Sensation
Labubu's journey from niche collectible to mainstream luxury accessory is a story of modern marketing. The dolls first gained a massive following in South-East Asia in 2019. Their popularity was supercharged by social media, particularly through videos of 'live unboxings' where collectors would showcase their finds, including rare and highly sought-after editions.
The trend reached a fever pitch when it was adopted by A-list celebrities. Lisa, a member of the K-pop supergroup Blackpink, notably clipped the dolls onto her handbags, while other stars like Rihanna and Emma Roberts were also spotted with them, effectively branding Labubu as a new form of 'social currency' and a luxury must-have.
This celebrity endorsement and social media frenzy have had a dramatic commercial impact. New edition launches now sell out on Pop Mart's website within minutes. In the past year alone, Pop Mart’s profits reportedly soared by an incredible 350%. On the superheated secondary market, limited edition versions of the dolls have been known to fetch up to six figures at auction.
Hollywood's New Merchandise Pipeline
The planned Labubu film represents a significant shift in Hollywood's approach to intellectual property. The traditional model, where a successful film would spawn a line of merchandise, has been inverted. Now, established toy brands are being directly adapted for the cinema.
This trend was catalysed by the monumental success of 2023's Barbie, which grossed over $1 billion worldwide. In its wake, numerous toy-related IP ideas have been greenlit in Hollywood. Mattel, the maker of Barbie, was reportedly developing screen pitches for 45 of its products, including Hot Wheels and Polly Pocket. Just this week, Sony and Mattel announced a partnership for a film based on the classic View Master toy.
For the Labubu film, potential characters are expected to include the lead monster doll, Labubu, alongside other popular figures from the line such as Zimomo, Mokoko, and Tycoco. With the power of Sony's marketing machine—fresh off the global success of its animation KPop Demon Hunters—the furry monsters seem poised for their biggest adventure yet.
