In what could be the start of a new toy-to-movie craze, Sony Pictures has officially picked up the screen rights to the wildly popular plush toy brand Labubu, setting the stage for a potential franchise that may soon rival the likes of Barbie and Trolls, per THR. The project has no director or producer attached yet, and no confirmation on whether the film will be animated or live-action. Still, the acquisition signals Sony’s intent to ride the momentum of its recent animated success, KPop Demon Hunters, and cash in on a plush phenomenon that’s already taken Asia by storm.
While plot details are still under wraps, the film could draw from a wide cast of existing characters: Labubu, the mischievous fan-favourite; Zimomo, the high-energy leader; Mokoko, Labubu’s quirky companion; and Tycoco, the reliable boyfriend figure.
Labubu and its monster crew first found traction in Southeast Asia around 2019. Originally created by European-based artist Kasing Lung and manufactured by How2Work, the characters gained mass-market appeal after their distribution was picked up by Chinese retailer Pop Mart.
K-pop icon Lisa from BLACKPINK further pushed Labubu into popularity when she began attaching the dolls to her handbags. Not long after, other A-listers including Rihanna and Dua Lipa were seen accessorising with Labubu keychains, blurring the line between streetwear collectible and luxury statement piece. Their popularity translated to serious financial numbers. According to Pop Mart’s 2024 annual report, the toy line known as The Monsters brought in US$430 million, accounting for over 23% of total revenue. That figure skyrocketed in the first half of 2025, with The Monsters generating US$670 million, nearly 35% of the company’s total revenue.
Hollywood’s shift from toys-as-merchandise to toys-as-source-material is nothing new. Following the billion-dollar success of Barbie, toy companies and studios alike are scrambling to replicate the formula. Mattel has already greenlit projects for Hot Wheels, Polly Pocket, and He-Man. Hasbro’s slate includes Monopoly, Action Man, and Beyblade, while other unexpected titles like Uno and Barney are also on the way.
It’s too early to tell whether Labubu will roar its way into the hearts of global moviegoers or remain a niche success story, but one thing’s clear: Fans of the toothy little monster now have more than new toy drops to look forward to – they’ve got a movie to wait for.
Natalie is a big fan of anything related to movies, TV shows, and anime — you name it. When she’s not reading or being a dedicated cinephile, she’s probably playing gacha and tabletop games, or daydreaming of Caleb from Love and Deepspace.
Kevin Low
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