In a strategic move that underscores Hollywood’s relentless pursuit of globally recognized intellectual property, Sony Pictures has successfully acquired the screen rights to Labubu, the enigmatic and fanged doll phenomenon from Chinese toymaker Pop Mart. The studio is now laying the groundwork to develop a feature film, with ambitions to launch a full-scale franchise based on the character whose sudden and explosive ascent from cult collectible to mainstream obsession has captivated markets worldwide.
The project remains in its most nascent stages, a blank slate with no attached talent, writers, or producers, yet it represents a significant wager on the long-term cultural staying power of a brand that only recently achieved a state of gotta-have-it mania. Though Labubu first appeared on the market in 2015, its popularity exploded over the past year, fueled by a highly effective “blind-box” sales strategy where the exact figurine inside is a mystery until the package is opened. This marketing tactic has cultivated a fiercely devoted fanbase and spawned an intensely competitive, often upcharged, secondary market, turning the acquisition of a rare variant into a social media-flexible event.
A crucial accelerant to this growth has been a series of high-profile celebrity endorsements, particularly within the influential K-pop sphere. Blackpink’s Lisa became an unofficial brand ambassador, telling Teen Vogue earlier this year that “Labubu is my baby,” a declaration that sent ripples through her massive global following. The trend transcended music, even entering the world of professional sports, as NBA player Dillon Brooks was photographed wearing a Labubu figurine on a chain before a playoff game, later confirming in an interview, “I like the Labubus. I got like four of them. I like the trend. It’s cool and… Um… It’s cute.”
By securing these rights, Sony Pictures is making a calculated, forward-looking bet that the brand’s quirky appeal and built-in, international fanbase will remain potent enough to draw a sizable filmgoing audience several years down the line, given the lengthy timeline of feature development. The challenge for the studio will be to translate the doll’s abstract, wordless persona—a creature known more for its mischievous grin and pointy teeth than any pre-existing narrative—into a compelling cinematic story that can captivate audiences beyond its core collectors, potentially following in the lucrative footsteps of other toy-based film franchises.
The Pop Blog general news and updates, mostly from press releases and conferences.