The beloved filmmaker behind the heartwarming Paddington bear and the recent musical hit Wonka is taking on a surprising new project. Paul King is set to direct a major feature film for Sony Pictures based on the wildly popular Labubu toy line, one of the defining collectable crazes of 2025.
From Blind Boxes to the Big Screen
The Labubu toys are fuzzy, monster-like figurines created by Hong Kong illustrator Kasing Lung back in 2015, drawing inspiration from Nordic mythology. Their unique business model has been a key driver of their success: they are primarily sold in 'blind boxes'. This means customers purchase a sealed box without knowing which specific design they will get, a tactic that has fuelled a fervent collecting culture and a booming secondary market for rare variants.
A Viral Phenomenon Backed by Star Power
Labubu's journey from niche collectable to global sensation has been supercharged by viral social media moments and celebrity endorsements. High-profile fans such as K-pop superstar Lisa, as well as global music icons Rihanna and Dua Lipa, have been spotted showcasing the quirky toys as fashionable accessories. This exposure has catapulted the brand into the mainstream, significantly boosting the fortunes of its parent company, Pop Mart.
The commercial triumph of the Labubu brand has led to ambitious expansion plans beyond simple figurines. Pop Mart is actively developing the intellectual property into animations, exploring opportunities for theme park attractions, and broadening its range of merchandise.
What This Means for the Brand's Future
The decision to enlist an acclaimed director like Paul King, known for his ability to blend whimsy with genuine emotional depth, signals a serious move by Sony and Pop Mart. This is not merely a toy commercial but an attempt to craft a cinematic event that can solidify Labubu's place in popular culture for years to come. The film, announced for development on Friday 19 December 2025, represents the pinnacle of the brand's strategy to transition from a collectables phenomenon to a full-fledged entertainment franchise.
With King at the helm, the project aims to capture the quirky, mysterious charm of the blind box experience while telling a story with the broad, heartwarming appeal that made his previous films international successes. All eyes will be on how this unique toy trend translates into a major motion picture.
