When a toothy little creature with nine sharp teeth and a cult following becomes a film project, you know a trend has entered the mainstream. Labubu, the quirky monster-elf brand created by Hong Kong illustrator Kasing Lung and produced by China’s POP MART, is now being adapted for the big screen. Sony Pictures has reportedly secured the rights and is developing a Labubu movie, though key creative attachments and format details remain under wraps.

Since its debut in 2015, Labubu has exploded in popularity across Asia and beyond. Thanks to blind-box releases, celebrity endorsements from artists like Lisa of BLACKPINK and Rihanna, and high-value collectibles fetching six-figure sums on the resale market, the brand has become a phenomenon of toy culture meeting viral commerce. For Sony, the move signals an attempt to build a new franchise around a toy IP—following the success of films like Barbie and The LEGO Movie.

At present, the project is listed as being in early development. There’s no official word yet on whether it will be animated or live-action, and no producer, director or cast has been publicly announced. Sony’s silence has led to media speculation about tone, format and positioning: Will Labubu become a family-friendly adventure, an off-beat adult-leaning fantasy or something between the two? Observers believe that Sony might lean toward animation or a hybrid format given the toy’s visual style and collector appeal, but a live-action twist is not ruled out.

The Labubu universe includes characters beyond the titular figure—animals with big ears and mischievous grins like Mokoko, Pato, Spooky, Tycoco and Zimomo. If Sony taps into the full tribe of characters, the film could launch a broader cinematic world, merchandise lineups and global collectible boosts. Industry analysts suggest Sony views the deal as strategic: transforming a viral toy into a cinematic IP might position it for multi-platform expansion including sequels, spin-offs and streaming integrations.

If done well, a Labubu film could capitalize on a passionate fanbase, the booming collectable toy market and an appetite for visually distinct family fantasy. If mis-managed, it runs the risk of turning a viral trend into a novelty movie with limited staying power. For now, we can mark this as one to watch—especially for toy-fans, collectors and anyone curious about which viral brand becomes Hollywood’s next franchise bet.