Sony Pictures is bringing the viral Labubu toy phenomenon to cinemas, securing screen rights to develop a feature film based on the quirky, fanged characters that have dominated social media and collector markets since 2023. The deal, finalized this week with the Chinese toy makers behind Labubu, marks Hollywood's latest bid to tap into Asia-driven pop culture trends.
While details remain scarce, insiders confirm the project is in early development, with Sony's animation division – fresh off the $800 million global success of KPop Demon Hunters – exploring storytelling approaches. The studio has not yet committed to an animated or live-action format, nor named attached creatives.
Analysts see strategic value in adapting Labubu's open-ended lore. 'These characters thrive on mystery and customization,' said entertainment industry consultant Mara Voss. 'A film could create narrative scaffolding while preserving the brand's collaborative, fan-driven DNA.'
The move comes as Asian IP continues reshaping global entertainment. With Labubu merchandise sales surpassing $2.4 billion in 2025 alone, the franchise's transition to film highlights cross-industry synergies between toy innovation and cinematic world-building.
