Sony Pictures has acquired the film rights to the Labubu brand, a line of collectible toys created by Hong Kong artist Kasing Lung and distributed by Chinese Pop Mart. The deal was closed this week, as reported by The Hollywood Reporter. There is still no definition as to whether the film will be animated or live-action, but close sources indicate a preference for animation due to the collection’s children and adolescent audience.
The Labubu dolls belong to the The Monsters series, launched in 2015, and gained worldwide popularity from 2019 onwards with Pop Mart’s surprise box sales model. The format prevents the buyer from knowing which figure they are purchasing, which boosts sales and the secondary collector market.
Brand origin and expansion
Kasing Lung initially developed the characters as illustrations for children’s books. In 2016, Pop Mart transformed the drawings into 8 to 10 centimeter vinyl figures. The line includes common, rare and secret versions, with limited editions worth thousands of dollars on the resale market.
The Chinese company has opened physical stores in more than 30 countries and records annual revenues of more than 1.5 billion dollars from collectibles alone. In Brazil, Labubu products have been available at authorized resellers since 2023.
Sony’s strategy in the segment
Sony already has experience with toy adaptations. The studio has produced the Lego Movie and Playmobil: The Movie franchises in recent years. Company executives see potential in Labubu similar to that of hits like UglyDolls and Trolls.
- The acquisition is part of Sony’s expansion into Asian family content.
- Recent projects include partnerships with Chinese and Korean studios.
- Sony Pictures Animation’s animation division is leading early negotiations.
- Screenwriters have not yet been hired, but development begins in 2026.
Format still under evaluation
Producers analyze two main possibilities. The 3D animation follows the pattern of films like The Croods and Abominable, also with cute and colorful characters. Live-action with animatronic dolls would be bolder and more expensive.
The final decision depends on the estimated budget of between 80 and 120 million dollars. Pop Mart will participate in creative approval to maintain fidelity to the original characters.
Growing presence in Brazil
Specialized stores in São Paulo, Rio de Janeiro and Belo Horizonte register queues at the launch of new series. Surprise boxes cost an average of R$89.90, while rare pieces cost more than R$5,000 on auction sites. ImCarriers report a 340% increase in Labubu sales in the country between 2023 and 2025.
Next steps for the project
Sony plans to announce a director and animation studio by the end of 2026. Pop Mart confirmed that the film will have global distribution, including China, the United States and Latin America. Details about the voice cast and premiere date remain under wraps.
The collectibles market was worth 28 billion dollars in 2024, according to industry data. Labubu’s entry into cinema reinforces the trend of transforming toy lines into multimedia franchises.
