Sony is moving to turn viral toy sensation Labubu into its next potential family franchise, closing a deal to develop a feature film based on the wildly popular line of toothy, long-eared monsters. According to industry reports, the project is in very early development, with no creative team formally set and no decision yet on whether the movie will be live action, animated or a hybrid, but it is being positioned as a possible anchor for a broader series of films if audiences respond.
Labubu began life as part of illustrator Kasing Lung’s story universe The Monsters before becoming a breakout collectible through Chinese retailer Pop Mart, which sells the figures in “blind boxes” that conceal which character buyers receive. The ugly-cute design and limited-edition drops have driven demand across Asia, Europe and North America, with celebrities like Blackpink’s Lisa and Rihanna frequently photographed with the dolls and some rare figures selling for six-figure sums at auction. Pop Mart’s latest financial filings attribute a large share of its surging revenue and profit growth to Labubu and related characters, underscoring the commercial appeal behind Sony’s move.
The deal, signed this week between Sony and the toy makers, grants the studio rights to build a narrative around the existing cast of characters, including lead figure Labubu and fan favorites such as Zimomo, Mokoko and Tycoco. No plot details have been disclosed, but executives are said to be weighing options that would make use of Sony’s animation infrastructure while leaving the door open to hybrid or live-action approaches. The company’s recent experience with effects-heavy family titles and animated hits is expected to inform how the project takes shape.
Hollywood’s interest in Labubu fits into a wider shift in which toys increasingly lead and films follow. The runaway success of other toy-based features in recent years has encouraged studios to scour the collectibles world for brands with built-in communities, and Labubu’s fervent adult fan base, fashion crossovers and social media visibility make it an especially attractive prospect. At the same time, the character’s roots in folklore-inspired stories and a planned anime of short episodes suggest there is existing narrative material to draw from rather than starting entirely from scratch.
Reactions within the collecting community range from excitement about seeing The Monsters’ whimsical world expanded on screen to concern that mass-market exposure could dilute the brand’s niche appeal or intensify already intense competition for limited drops. Reports of store scuffles, counterfeit figures and even calls from Russian officials to restrict sales over the toys’ “frightening” appearance highlight how charged the craze around Labubu has become. For Sony and Pop Mart, the film represents both a major opportunity and a test of whether a character born in the blind-box economy can successfully cross into global family entertainment.
