Sony May Invest in a New Labubu Film

• Sony has reportedly picked up the rights for Labubu film, with details still under wraps.
• The toy rose from niche art figure to global hit, fueled by celebrity buzz.
• Counterfeits and brand protection remain key challenges as Labubu’s popularity continues to grow.

Labubu won't just be dolls anymore, as Sony Pictures is reportedly set to develop a film based on them. However, there is no confirmation on the director, producer, or cast, as of now. In fact, it is also unknown whether the film is going to be a live-action or animated one. The news surfaced last week, but as of today, Pop Mart, Labubu’s parent company, declined to comment on the deal.

How Did Labubu Go Mainstream?

The wildly popular collectible "monster" toyline was created in 2015 by Hong Kong-born artist Kasing Lung. Initially beginning with How2Work, Labubu later partnered with Pop Mart. The dolls were a part of Lung’s story series The Monsters, which was inspired by Nordic folklore. Zimomo, Mokoko, and Tycoco, are some of the Labubu characters.

Labubu initially gained popularity in East and Southeast Asia. The craze eventually expanded to the U.S., where rare dolls began to sell for extremely high prices. Pop Mart employed blind boxes to boost demand because purchasers wouldn't know which doll they'd be receiving until they opened it. This mystery heightened the dolls' appeal and increased their value. As a result, a sizable collector group emerged, transforming Labubu from a toy to a viral trend and part of pop culture.

Celebrity endorsements have surged Labubu’s popularity as well. When Lisa from BLACKPINK was spotted wearing a Labubu keychain in April 2024, it quickly went viral. Since then, more famous people have been seen with Labubu toys, including David Beckham, Rihanna, Kim Kardashian, Hailey Bieber, and Hilary Duff. This also increased the brand's cultural stature. Several Indian celebrities, like Ananya Panday and Sharvari Wagh, have shown interest in the toy.

Labubu: Profits and Challenges

According to industry data, Pop Mart experienced significant growth in the first half of 2025, with net profit increasing by almost 396.5% over the same time in 2024. Additionally, total income reached 13.88 billion yuan, up 204.4% from the previous year. The Monsters line, which includes Labubu, made 4.81 billion yuan, accounting for around 34.7% of the company's overall sales.

This remarkable performance helped Pop Mart become one of the world's leading toy companies. With Labubu's expanding popularity, Pop Mart is facing increasing risks, particularly the rise of counterfeits. Nevertheless, fake Labubu figures, also referred to as "Lafufus," have surfaced in international markets.

Pop Mart has allegedly responded by suing 7-Eleven in California, claiming that multiple locations are selling nearly identical knockoffs. Additionally, reports suggest that in order to safeguard the Labubu brand as a cultural export and soft-power asset, Chinese authorities are clamping down on the creation of counterfeit goods.

Why is Sony Betting on Labubu?

Sony Pictures' investment in Labubu is a strategic move. The toy's "Monsters" universe provides Sony with a ready-made world that can be expanded into sequels, spin-offs, or animated series, as it has already showcased its strong fan loyalty and global viral reach. The decision also aligns with Hollywood's rising interest in toy-based IP, as evidenced by hits such as A Minecraft Movie, The LEGO Movie, and Barbie.

Labubu's transformation from a niche designer plush to a multibillion-yuan brand and a celebrity fashion item, makes it an obvious choice for cinematic adaptation. The true challenge for Sony will be replicating the toy's playful-creepy tone in a way that appeals to mainstream viewers. Labubu's future as a franchise is ultimately dependent on Sony's ability to adapt its quirky charm into something that appeals to more than just its collectors.