The hugely popular Labubu dolls will soon star in their own feature film, Chinese toy company Pop Mart and Sony Pictures have announced. A Labubu movie that will combine live action and computer-generated animation is in 'early development', the two companies said in a statement.
The film will be directed by Paul King, whose recent credits include 'Wonka' and 'Paddington'. No release date has been set.
Labubus have become a global sensation in recent years and sales have turned Pop Mart into a toy-making behemoth worth nearly $40bn (£29.9bn), surpassing established rivals like Barbie-maker Mattel.
Created over a decade ago by Hong Kong artist Kasing Lung, Labubu is a forest elf inspired by Nordic mythology and part of Lung's book series, The Monsters, which features a large number of fantasy characters.
The Labubu movie was announced in Paris on Wednesday during a global exhibition tour for the Labubu toys' 10th-year anniversary. Lung will serve as the film's executive producer. Apart from directing, King will also co-produce and develop the script with Steven Levenson, the writer behind the stage show 'Dear Evan Hansen' and the musical film 'Tick, Tick... Boom!'
Experts believe that Pop Mart's move to launch a Labubu media franchise is a logical step after the toys' immense popularity, evolving the company from a toy retailer to an entertainment brand that seamlessly integrates content and commerce.
