Sony Pictures to develop Labubu toy line into feature film

Sony Pictures acquires rights to Labubu, aiming to turn the popular Chinese toy line into a feature film

Sony Pictures has acquired the screen rights to Labubu, the popular Chinese toy line of scruffy, cute-ugly monster figurines, with plans to develop it into a feature film.

The deal, signed this week, could potentially launch a new franchise, although no producer, director, or animation/live-action format has been announced.

Labubu was designed by Hong Kong-born, European-based artist Kasing Lung and initially produced by How2 Work. The toys gained widespread popularity after Chinese retailer Pop Mart began manufacturing and selling them in 2019. Labubu’s success stems from the brand’s “blind box” sales strategy, which encourages collectors to buy multiple toys without knowing which figures they will receive, driving a lucrative secondary market. Limited edition Labubu collectibles have even sold for six-figure prices in auctions and online sales.

Celebrity endorsements have further fueled Labubu’s rise. K-pop star Lisa of Blackpink famously used the toys as accessories in 2024, boosting international awareness. The toy line features a variety of characters including the lead monster Labubu, the leader Zimomo, companion Mokoko, and boyfriend Tycoco. Pop Mart reported a 350% increase in profits earlier this year, reflecting the toy line’s growing global popularity.

The Labubu film follows a recent trend of toys inspiring movies, rather than the reverse. Successful examples include The Lego Movie and Barbie, both of which achieved critical acclaim and significant box office success. Industry insiders are watching to see if Labubu can replicate the success of these franchises.

Sony Pictures has yet to comment on the creative team or release timeline, but the announcement marks a major step in bringing the collectible toy phenomenon to cinema audiences worldwide.