In brief
The beloved Labubu dolls are set to star in their own feature film, announced by Pop Mart and Sony Pictures. This live-action and animated adventure, directed by Paul King, aims to build on the dolls' global popularity and transform them into a multimedia franchise. Labubus have garnered immense success, turning Pop Mart into a toy industry heavyweight valued at nearly $40 billion, surpassing giants like Mattel.
The hugely popular Labubu dolls will soon star in their own feature film, Chinese toy company Pop Mart and Sony Pictures have announced.
A Labubu movie that will combine live action and computer-generated animation is in early development, the two companies said in a statement.
The film will be directed by Paul King, whose recent credits include Wonka and Paddington. No release date has been set.
Labubus have become a global sensation in recent years and sales have turned Pop Mart into a toy-making behemoth worth nearly $40bn (£29.9bn), surpassing established rivals like Barbie-maker Mattel.
The Labubu craze has helped Pop Mart expand beyond toys to operating a theme park in Beijing. Now, the company is venturing into film.
Labubus are Pop Mart's most popular toys. Part of their appeal is that they are sold in blind boxes - buyers don't know which Labubu they are getting until they open the package.
Celebrities like Rihanna and Lisa from Blackpink have also been photographed wearing Labubu charms with their designer bags.
Created over a decade ago by Hong Kong artist Kasing Lung, Labubu is a forest elf inspired by Nordic mythology and part of Lung's book series, The Monsters, which features a large number of fantasy characters.
The Labubu movie was announced in Paris on Wednesday during a global exhibition tour for the Labubu toys' 10th year anniversary. Lung will serve as the film's executive producer. Aside from directing, King will also co-produce and develop the script with Steven Levenson, the writer behind the stage show Dear Evan Hansen and the musical film Tick, Tick... Boom!
Experts believe that Pop Mart's plan to launch a Labubu media franchise is a logical next step after the toys' popularity. It could help the brand evolve from a toy retailer to an entertainment brand, as content and commerce become increasingly intertwined for younger consumers.
