A Labubu movie is on its way as Pop Mart expands the toy franchise

Collectible toy maker and IP powerhouse Pop Mart is teaming up with Sony Pictures to bring its wildly popular Labubu doll to movie theaters. 

The live-action and CGI hybrid film is in early development, according to a press release on Thursday. Filmmaker Paul King, best known for 2014’s “Paddington” and “Wonka” from 2023, will produce, direct and co-write the script with screenwriter Steven Levenson.

The now-iconic Labubu character was created by artist Kasing Lung as part of “The Monsters” toy universe, and later became one of Pop Mart’s signature “blind box” hits, gifts packaged in such a way that shoppers don’t know exactly what they’re buying until after they’ve completed their purchase.

Labubu hit peak popularity in the summer of 2025 as sales on the secondary market skyrocketed. But the hype began to quickly fade as sales from resellers lost steam as Pop Mart — a Chinese company — ramped up toy production to meet consumer demand. At the time, Pop Mart told CNBC the fall in resale prices would benefit the company.

According to data supplied to CNBC by Pop Mart, in the first half of 2025, products from “The Monsters” series made up 34.7% of Pop Mart’s revenue, followed by the Molly series, a figurine of a wide-eyed, pouty-lipped girl at 9.8% and Skull Panda, a dark, gothic-themed character at 8.8%.

In a February 2026 report, HSBC analysts warned that the Labubu frenzy could lessen and Pop Mart’s earnings could fall, writing: “We expect 2026 growth to normalize after dissecting the Labubu growth risk, leading to 11% to 13% cut in 26-27 earnings.”

Now, as Pop Mart looks for ways to keep the franchise momentum going, the company says the collaboration marks a major step in expanding “The Monsters” from collectibles into a big-screen story.

Movies are not Pop Mart’s goal, according to Chief Operating Officer Si De, in an interview with CNBC’s Elaine Yu on March 1.

“What we look forward to more is using storytelling to help people fall in love with these IPs more deeply or find those points of connection. I think this is the core point of what we want to achieve with our content,” he said.

Si De said the benefits of movies or animation is twofold. “On one hand, it lets people see the [characters’] world more intuitively. On the other hand, it generates a large amount of material. Some of this material can become product designs, some can inspire our theme park design,” he said.