Blind Box Craze Inspires Potential Labubu Movie Franchise

As of November 14, 2025, Sony Pictures has acquired the screen rights to the Chinese doll brand Labubu, with the aim of developing a movie and potentially launching a new franchise. The Labubu toys, designed by Hong Kong-born artist Kasing Lung, have seen a meteoric rise in popularity over the past few years.

The brand's success can be attributed to two key factors. Firstly, the "blind box" sales model, where buyers never know what specific doll they are acquiring until they open the package, has created a superheated secondary market and driven demand. Secondly, the adoption of Labubu toys by certain celebrities, particularly Blackpink member Lisa in 2024, has further fueled the brand's popularity.

Originally launched by Hong Kong-based company How2 Work, Labubu was later taken over by Chinese retailer Pop Mart in 2019. The toys, led by the character Labubu, have since become a sensation across Southeast Asia and the rest of the world. Pop Mart's profits have reportedly soared by 350% earlier this year, indicating the massive commercial potential of the Labubu brand.

While it remains to be seen whether the potential movie adaptation will be live-action or animated, the acquisition by Sony Pictures signals the studio's belief in the long-term viability of the Labubu franchise. As the trend of toys inspiring movies continues, the Labubu movie could be the next big hit, following in the footsteps of successful toy-to-film adaptations like The Lego Movie and the recent Barbie movie.