Labubu plush toys—those adorable, fluffy, smiling creatures that took the world by storm last year—are now heading to Hollywood. These charming little characters are joining a long list of toys and figurines that have been adapted into movies, such as Barbie, Lego, and Transformers.
Sony Pictures and Pop Mart, the Chinese distributor that holds the exclusive rights to Labubu dolls, have announced the development of a feature film based on the franchise. British director Paul King, known for “Paddington” and “Wonka,” will helm the project.
He will co-write the screenplay with Steven Levenson, the author of the libretto for the hit musical Dear Evan Hansen.
To date, no release date has been announced.

When Toys Become Movie Stars
While in the past, blockbuster films gave rise to merchandise, the trend has now reversed. According to Luke McDonagh, a professor specializing in intellectual property law at the London School of Economics: “First, the toys are created, then a cinematic or television universe is developed around them.”
This strategy has proven successful: The Lego Movie, released in 2014, grossed nearly $500 million at the global box office and spawned a sequel and several spin-offs. For its part, the Transformers franchise has generated over $5 billion since its adaptation by Paramount Pictures and Hasbro.
Mattel, the maker of Barbie, is also following this approach by transforming its characters into entertainment brands. The Barbie movie, starring Margot Robbie, has grossed nearly $1.5 billion, and a Polly Pocket feature film, co-produced by Reese Witherspoon’s company, is in the works. As Dev Gangjee, a professor at the University of Oxford, points out:
“Characters are now the most valuable intellectual property, because they can be adapted into any format.”

Labubu, an already popular phenomenon
Labubus are small Nordic creatures with mischievous smiles, crooked teeth, and pointed ears. These big-hearted female dolls, belonging to a tribe called the Monsters, can sometimes be mischievous. Created in 2015 by Hong Kong artist Kasing Lung for a series of children’s books, they were turned into collectible toys in 2019 through a partnership with Pop Mart.
The success was immediate: each new release of figurines sells out in minutes, and the popularity of the Labubus has given rise to true fan communities. Rihanna, Dua Lipa, and Naomi Osaka are among their admirers.

A Commercial and Creative Adventure
While the film adaptation promises potential success, it also carries risks. A failure could hurt sales, as seen with certain films inspired by toys or video games, such as Bratz: The Movie (2007) or the first Super Mario Bros. (1993). However, a successful film can also propel a product to new heights.
“It’s ruthless marketing,” admits Dr. McDonagh. But he points out that if the story is well-told and creative, the audience is ready to embark on the adventure. For now, the Labubu project may seem surprising, but it could very well become both an artistic and commercial triumph.
Labubu plush toys could thus turn their popularity into cinematic success, joining the very exclusive circle of toys that have managed to conquer the screen while captivating fans around the world.























































































