The art toy "Labubu" continues to enjoy strong momentum. Recently, Pop Mart joined forces with Sony Pictures to announce a film adaptation, securing the director of Paddington to participate in the project.
Pop Mart, a major Chinese toy company, and Sony Pictures have officially confirmed the production of a blockbuster film based on “Labubu,” the art toy beloved worldwide. They revealed the project is currently in early development, with production planned as a live-action film combined with computer-generated imagery (CGI).
A notable aspect of this project is the involvement of Paul King, an acclaimed director known for works such as Wonka, Paddington, and the popular comedy series The Mighty Boosh. He will serve as producer and director. Currently, no official release date has been announced.
Labubu’s success is not a passing trend; it has significantly boosted Pop Mart’s valuation to around 40 billion U.S. dollars (approximately 1.3 trillion baht), establishing the company as a giant in the toy industry. It has surpassed legendary competitors like Mattel, the maker of Barbie dolls. This success has also enabled Pop Mart to expand from toy sales to launching its first amusement park in Beijing, and now to entering the film market through this collaboration with Sony Pictures.
A key appeal of Labubu lies in its “blind box” sales format, which creates excitement for buyers. Additionally, global celebrities like Rihanna and Lisa of Blackpink have been spotted with Labubu keychains alongside luxury bags, sparking viral interest and driving unprecedented demand for the Labubu dolls.
Labubu was created more than 10 years ago, inspired by Nordic mythology. It is part of "The Monsters" book series by Hong Kong artist Kasing Lung, which features a variety of imaginative characters.
The announcement of the Labubu film took place in Paris during the 10th anniversary exhibition of Labubu on 18 Mar 2024 GMT+7. Kasing Lung, the character’s creator, will serve as executive producer. Steven Levenson, writer of acclaimed works Dear Evan Hansen and Tick, Tick... Boom!, will also co-produce and help develop the screenplay alongside Paul King.
Experts from the National University of Singapore see this as a strategic move by Pop Mart to elevate itself from a toy seller to a “global entertainment brand.” Generation Z and millennials don’t just buy products; they buy “stories.” Bringing the character to life on screen is key to building emotional connections and expanding business value. This is a timely step for Pop Mart to enter the animation market, following the success of Chinese films like Ne Zha 2 and the globally popular game Black Myth: Wukong.
:BBC