Labubus could be headed to the big screen. Sony Pictures has acquired the screen rights to the plush toy sensation and is in early development of a feature film which, if successful, would anchor a new franchise.
The deal, first reported by the Hollywood Reporter, was signed this week between the Chinese toy makers and Sony Pictures, whose animation division is fresh off the global success of KPop Demon Hunters. No producer or film-maker is attached to the project yet, and it’s still unclear if the film would be live-action or animated.
The toys, designed by the European-based artist Kasing Lung and initially sold as part of a line of monster figurines by the company How2 Work, first took off in south-east Asia in 2019, after they were marketed by Chinese retailer Pop Mart. The popularity of the dolls, which Lung says were inspired by Nordic fairytales after moving to the Netherlands from Hong Kong as a child, has been fueled by social media posts of live unboxings that showcase rare collections, as well as their adoption by prominent celebrities.
The singer Lisa, a member of the KPop sensation Blackpink, took the frenzy to another level by clipping the dolls on to her handbags, while stars such as Rihanna and Emma Roberts have helped brand Labubus as new “luxury” accessories.
Launches of new editions now sell out on Pop Mart within minutes; in the past year alone, Pop Mart’s profits reportedly rose by 350%. And limited edition versions of the dolls have gone for as high as six figures at auction, in a superheated secondary market.
Potential characters for a feature film include Labubu, the lead monster doll of the line, as well as fellow leader Zimomo, companion Mokoko and boyfriend Tycoco, among others.
A Labubu film would be the latest development in the inverted Hollywood merchandise pipeline – whereas films once inspired toys, toys now inspire movies. The blockbuster success of Barbie, which made over $1bn at the global box office in 2023, launched a wave of toy-related IP ideas in Hollywood; at one point, Barbie maker Mattel was reported to have screen pitches for 45 of its products, including Hot Wheels, He-Man and Polly Pocket.
Just this week, Sony and Mattel announced that they had partnered for a film based on the game View Master.
