Ask Onix
Labubu dolls set for cinematic debut
Sony Pictures and Chinese toy giant Pop Mart have revealed plans to bring the wildly popular Labubu dolls to the big screen in a live-action and computer-generated animation hybrid film.
Development and creative team
The project, currently in early development, will be directed by Paul King, known for his work on Wonka, Paddington, and the BBC comedy series The Mighty Boosh. No release date has been announced.
King will also co-produce the film and collaborate on the script with Steven Levenson, the writer behind the Broadway hit Dear Evan Hansen and the musical film Tick, Tick... Boom!. Hong Kong artist Kasing Lung, the creator of Labubu, will serve as executive producer.
The Labubu phenomenon
Labubu dolls, introduced over a decade ago, have become a global sensation, propelling Pop Mart to a market valuation of nearly $40 billion (£29.9 billion)-surpassing established rivals like Mattel, the maker of Barbie.
The dolls, inspired by Nordic mythology and part of Lung's The Monsters book series, are sold in blind boxes, adding an element of surprise to each purchase. Their popularity has extended beyond toys, with celebrities like Rihanna and Blackpink's Lisa spotted wearing Labubu charms with designer bags.
Pop Mart has expanded its Labubu brand into a theme park in Beijing and is now venturing into film as part of a broader media franchise strategy.
Strategic move for Pop Mart
The announcement was made in Paris during a global exhibition celebrating the 10th anniversary of Labubu. Industry experts view the film as a logical step for Pop Mart to transition from a toy retailer to an entertainment brand.
"For Gen Z and Millennial consumers, content and commerce are closely intertwined-watching a story, connecting with a character, and then buying into that world is a seamless journey. The potential is very high."
Kim Dayoung, Marketing Lecturer, National University of Singapore
Kapil Tuli from the Lee Kong Chian School of Business at Singapore Management University noted that the film could reassure investors about Pop Mart's long-term value, given Labubu's dedicated fanbase.
"A Labubu movie could capitalize on the momentum of Chinese animation, following the success of films like Ne Zha 2 and the video game Black Myth: Wukong. It's a good moment to make that jump," Tuli said.
What's next
Details about the film's plot and casting remain under wraps. Further updates are expected as development progresses.
