Sony Pictures to Develop Feature Film Based on Popular Plush Toy Brand Labubus

Sony Pictures has secured the screen rights to the popular plush toy line Labubus and is in the early stages of developing a feature film that could potentially launch a new franchise. The deal, reported by the Hollywood Reporter, marks a collaboration between the Chinese toy developers and Sony Pictures’ animation division, which recently celebrated the success of KPop Demon Hunters. Details regarding the film’s format, whether live-action or animated, and the involvement of producers or filmmakers remain undecided.

The Labubus toys, created by artist Kasing Lung and initially sold as part of a monster figurine line by How2 Work, gained immense popularity in Southeast Asia after being marketed by Chinese retailer Pop Mart in 2019. Their appeal has been amplified by social media, particularly through live unboxing videos showcasing rare collections, and endorsements from celebrities. Notably, singer Lisa from Blackpink and stars like Rihanna and Emma Roberts have contributed to positioning Labubus as fashionable luxury accessories.

Pop Mart has seen a remarkable surge in demand, with new editions often selling out within minutes and limited edition dolls fetching prices in the six-figure range at auctions. The film is expected to feature characters like Labubu, the main doll, along with others such as Zimomo, Mokoko, and Tycoco. This project reflects a broader trend in Hollywood where merchandise increasingly inspires film projects—a shift exemplified by the success of the Barbie film, which grossed over $1 billion globally in 2023. The partnership between Sony and Mattel for a film based on View Master illustrates this evolving landscape of toy-related intellectual properties in the film industry.

SOURCE: THE GUARDIAN