The hugely popular Labubu dolls are set to make their big-screen debut, with Pop Mart and Sony Pictures announcing plans for a feature film.

The Labubu movie, which will blend live action and computer-generated animation, is currently in early development. It will be directed by Paul King, known for films such as Wonka and Paddington. No release date has been confirmed yet.

Labubu toys have become a global sensation in recent years, helping Pop Mart grow into a major player in the toy industry, with a market value nearing $40 billion—surpassing established competitors like Mattel. The brand’s popularity has also led to expansions beyond toys, including a theme park in Beijing.

Created by Hong Kong artist Kasing Lung, Labubu is a fantasy forest elf inspired by Nordic mythology and part of his book series The Monsters. The toys are especially popular for their “blind box” concept, where buyers do not know which figure they will receive until opening the package.

The announcement was made in Paris during a global exhibition tour marking the 10th anniversary of Labubu. Lung will serve as executive producer, while King will co-produce and develop the script with Steven Levenson.

Industry experts say the move into film is a natural next step for Pop Mart, allowing it to evolve into a broader entertainment brand. A successful movie could further strengthen the Labubu franchise by connecting storytelling with its already loyal global fan base.