The announcement of a film featuring Labubu toys has sparked heated online discussions in China, with many fans expressing anticipation at the prospect of seeing the popular plushie dolls — known for their toothy, mischievous grins — on the big screen.
Chinese pop culture giant Pop Mart last week announced plans to collaborate with Sony Pictures Entertainment in developing a feature film starring Labubu. The film will be a live-action and CGI hybrid.
"Looking forward to Labubu coming alive on the big screen," wrote an internet user named "Daliang". "Can't wait for the movie to come out," wrote another user named "AA OK". Others commented that only a movie series like Toy Story would fully satisfy them.
Still in its early stages, the film has a preliminary script and will follow a "warm and touching story" about Labubu's entry into the human world, says Wang Ning, chair and CEO of Pop Mart International Group.
"For us, it's not necessarily about making movies just for the sake of making movies," Wang says in a written statement, adding that the company plans to build a rich commercial ecosystem encompassing theme parks, products and entertainment.
The entrepreneur believes that the complete story of the Labubu family is well-suited for the big screen.
The planned Labubu film will be produced and directed by Paul King, the filmmaker behind Paddington, Paddington 2 and Wonka, while Kasing Lung, creator of Labubu, will serve as an executive producer.
The artist, born in Hong Kong and raised in the Netherlands, first brought Labubu and other IPs of "The Monsters" to life in a series of picture books collectively known as The Monsters Trilogy in 2015.
At a recent event to unveil earnings results, the company reaffirmed that preparations for the movie were underway and that richer content would be delivered to support Labubu over the next decade.
Pop Mart's revenue surged 184.7 percent to reach 37.12 billion yuan ($5.37 billion) in 2025, with The Monsters series — of which Labubu is a part — generating over 10 billion yuan for the first time.
Riding on buoyant results, the company has been exploring ways to extend the popularity life cycle of its best-known characters and, as Wang once put it, "bring more pleasant surprises in the future".
"Film and TV content not only helps boost IP awareness and user engagement, but is also expected to fuel merchandise sales in turn, creating a virtuous cycle between content and products," says Yang Huaiyu, an analyst covering the consumer sector.
Yang notes that Pop Mart is advancing along a proven path. "It's about first building emotional connections with consumers through retail, then magnifying IP value through content, and ultimately forging a more expansive industrial chain."
Beyond commercial benefits for the company itself, observers believe Pop Mart's attempt signals a new chapter for Chinese IPs aiming for the global stage.
"It represents an opportunity for Chinese IPs to present contemporary Eastern aesthetics to global audiences and better promote their cultural symbols," says Xiang Kai, a Chinese playwright and director.
The company has made no secret of its ambitions. "We no longer aim to be China's Disney, but rather the Pop Mart of the world," Wang has previously said.
