In a move that signals the latest evolution of toy-to-screen adaptations, Sony Pictures has acquired 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, capitalising on the character's immense popularity across social media and celebrity circles.
From Designer Figurine to Global Sensation
The origins of Labubu trace back to European-based artist Kasing Lung, who designed the character as part of a line of monster figurines for the company How2 Work. Inspired by Nordic fairytales after moving to the Netherlands from Hong Kong as a child, Lung's creations first took off in south-east Asia in 2019. Their global ascent was supercharged by Chinese retailer Pop Mart, which masterfully marketed the dolls.
The popularity of the collectibles has been fuelled by the social media trend of live unboxings, where enthusiasts showcase their collections and hunt for rare editions. This digital frenzy was amplified when Blackpink's Lisa began accessorising her handbags with the dolls, propelling them into the luxury accessory sphere. Other A-listers like Rihanna and Emma Roberts were also spotted with Labubu, cementing its status as a must-have item.
The Booming Business of Collectible Toys
The commercial impact of the Labubu craze is staggering. New edition launches on Pop Mart's platform now sell out within minutes. The company's financial reports indicate its profits skyrocketed by an incredible 350% in the past year alone. On the superheated secondary market, the demand for limited editions has seen some dolls fetch prices in the six-figure range at auction.
While details of the Sony project remain under wraps, the deal was signed this week between the studio and the Chinese toy makers. It is still unclear whether the project will be a live-action or animated film, and no producer or filmmaker is yet attached. Sony's animation division, however, comes fresh off the global success of KPop Demon Hunters, suggesting a strong pedigree for bringing unique properties to life.
Hollywood's New Merchandise Pipeline
The development of a Labubu film represents a complete inversion of the traditional Hollywood model. Where blockbuster films once inspired toy lines, the process is now frequently reversed, with toy IP directly inspiring cinematic universes. This trend was massively validated by the blockbuster success of 2023's Barbie, which grossed over $1 billion worldwide.
In the wake of that success, toy manufacturer Mattel was reported to have screen pitches for 45 of its products, including Hot Wheels and Polly Pocket. Just this week, Sony and Mattel further cemented this trend by announcing 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 fellow leader Zimomo, companion Mokoko, and boyfriend Tycoco, among others from the expansive toy line.
