The viral Labubu toy will soon star in its own feature-length film according to an announcement by Pop Mart and Sony Pictures in an ambitious move that blends storytelling, commerce, and global fandom..
According to BBC, the upcoming Labubu film is currently in early development and will combine live-action with computer-generated animation.
The project will be helmed by director Paul King, known for films like Wonka and Paddington, who will also co-produce and develop the script alongside Steven Levenson.
While no release date has been announced, the film marks a significant leap for Pop Mart as it transitions from a toy company into a broader entertainment brand.
The Labubu dolls themselves have become a cultural phenomenon. Created by Hong Kong artist Kasing Lung as part of his fantasy series, The Monsters, the character is described as a mischievous forest elf inspired by Nordic mythology.
According to BBC, the toys’ appeal lies partly in their “blind box” format buyers don’t know which version they’re purchasing until they open it creating excitement and collectibility.
Their popularity has even caught the attention of global celebrities like Rihanna and Lisa from Blackpink, further fueling demand.
The announcement of the film was made in Paris during a global exhibition celebrating Labubu’s 10th anniversary, signaling just how far the brand has come. The surge in popularity has helped transform Pop Mart into a powerhouse valued at nearly Sh5.18 trillion ($40 billion), even surpassing traditional toy giants like Mattel.
According to reports by The New York Times, the Labubu film is the latest in a growing trend of toys making the jump to Hollywood.
Following the success of franchises like Barbie, Lego, and Transformers, Labubu is joining a lucrative pipeline of intellectual property adaptations.
However, one expert quoted by the publication described the move as “completely ruthless marketing,” highlighting how studios are increasingly leveraging beloved consumer products to drive box office success.
From a business perspective, CNBC reports that the move into film comes at a strategic moment for Pop Mart.
While Labubu reached peak popularity in 2025, resale demand has since cooled as the company increased production.
Financial analysts have even warned that growth could slow in the coming years, suggesting the film could help sustain long-term interest in the brand.
Still, Pop Mart executives emphasize that the goal goes beyond profit.
According to CNBC, Chief Operating Officer Si De explained that storytelling is central to the company’s vision, saying it helps consumers “fall in love with these IPs more deeply” and connect with the characters’ world.
He added that films and animation can also inspire new product designs and even influence theme park experiences.