Labubu Movie: Pop Mart & Sony Team Up for Viral Toy Adaptation
The wildly popular Labubu monster dolls are headed to the big screen. Pop Mart, the Chinese toy company behind the collectible creatures, has partnered with Sony Pictures Entertainment to develop a live-action and CGI hybrid feature film, the companies announced .
The project, unveiled during a stop on the global exhibition tour celebrating the 10th anniversary of “The Monsters” series, marks a significant step for Pop Mart as it seeks to expand its intellectual property into broader entertainment franchises. The film will star Labubu, the most recognizable character from “The Monsters” universe.
Paul King, the BAFTA-nominated director known for his work on “Paddington” and “Wonka,” will direct the film and co-write the screenplay with Steven Levenson, whose credits include “Dear Evan Hansen” and “tick, tick… BOOM!” Kasing Lung, the creator of Labubu, will serve as an executive producer. Producers include King, Michael Schaefer (“The Martian”), and Wenxin She (“A Beautiful Day in the Neighborhood,” “Wish Dragon”), with Brittany Morrissey overseeing the project for Sony Pictures.
Labubu originated as a character in a series of picture books, “The Monsters trilogy,” created by Lung in 2015. The toys quickly gained traction after being released as a product of Pop Mart, becoming a global phenomenon fueled by a unique “blind box” format – where consumers don’t know which character they’re getting until they open the package. This element of surprise, combined with the character’s distinctive “ugly-cute” aesthetic, drove demand and fostered a dedicated collector base.
The popularity of Labubu surged in , with secondary market sales skyrocketing. While resale prices eventually cooled as Pop Mart increased production to meet consumer demand, the company reported significant revenue growth. In , Pop Mart’s total revenue reached $1.81 billion, and the company’s founder, Wang Ng, became one of the youngest billionaires in China, largely attributed to the success of Labubu and “The Monsters” series.
According to data provided to CNBC by Pop Mart, “The Monsters” series accounted for 34.7% of the company’s revenue in the first half of , making it the top-performing series. Molly, a figurine of a wide-eyed girl, followed with 9.8%, and Skull Panda, a gothic-themed character, contributed 8.8%.
The move into film represents a strategic effort by Pop Mart to deepen engagement with its intellectual property. “Pop Mart will use storytelling to help people fall in love with these IPs more deeply,” the company stated. The film is currently in early development, but the intention is to create a hybrid live-action and CGI experience that brings the world of “The Monsters” to life.
Labubu’s appeal has transcended traditional toy demographics, attracting attention from celebrities like BLACKPINK’s Lisa, Rihanna, and Kim Kardashian, further amplifying its cultural reach. The character’s distinctive design and the collectibility factor have positioned it as a status symbol and a fashion accessory, contributing to its widespread popularity.
While the film is still in its nascent stages, the involvement of Paul King suggests a commitment to a high-quality, family-friendly production. King’s previous work demonstrates a knack for blending heartwarming storytelling with visual flair, qualities that could translate well to the world of Labubu and “The Monsters.” The project also signals Sony Pictures’ continued interest in adapting popular intellectual property for the big screen, capitalizing on existing fan bases and brand recognition.
The success of Pop Mart and Labubu highlights a broader trend in the toy industry, where collectible figures and limited-edition releases are driving significant revenue. The blind box format, in particular, has proven to be a powerful marketing tool, creating a sense of excitement and encouraging repeat purchases. As Pop Mart expands its reach into entertainment, it will be interesting to see how it leverages its existing fanbase and builds upon the Labubu brand to create a lasting franchise.
The announcement of the Labubu film comes as Pop Mart continues to expand its global footprint. The company recently announced plans to establish London as its European headquarters, signaling its ambition to further penetrate international markets. The film project is a key component of this strategy, aiming to elevate Labubu from a popular toy to a globally recognized entertainment property.