Sony Pictures has made a major move into character-based entertainment by acquiring the film rights to Labubu, a highly successful collectible toy phenomenon that brought in approximately $870 million in sales for Pop Mart during the first half of 2024.
Key Takeaways
- Sony Pictures acquired the film rights to Labubu, aligning this deal with an already-in-production animated series consisting of 156 seven-minute episodes, set to air in 2025.
- Labubu brought in $430 million in 2024, accounting for 23.3% of Pop Mart’s total revenue, with strong indicators pointing toward the franchise reaching billion-dollar status.
- High-profile celebrity endorsements from Lisa of Blackpink, Rihanna, and Cher have propelled Labubu from a regional collectible to a global cultural icon since April 2024.
- Record-breaking auction sales include a standout 1.2-meter figurine sold for $170,000 during Beijing’s inaugural official Labubu auction, where all 48 items were sold out.
- Strategic brand collaborations with Coca-Cola, the One Piece anime, and the Louvre Museum have solidified Labubu’s transition from toy to cultural artifact.
Implications of the Acquisition
By securing Labubu’s film rights, Sony Pictures amplifies its foothold in the lucrative toy-to-screen pipeline. This mirrors successful examples from franchises like Transformers and Barbie. Combined with the pre-existing animated series, Sony’s investment signals a long-term strategy to dominate both merchandising and multimedia storytelling related to the Labubu intellectual property.
Global Expansion and Fan Engagement
With a growing international fanbase, Sony aims to extend Labubu’s impact beyond Asia through global theatrical release plans. The character’s growing popularity across social media platforms and limited-edition auctions positions it as a multi-generational brand comparable to Hello Kitty and Pokémon.
Conclusion
Labubu’s trajectory from niche toy to cultural phenomenon, bolstered by Sony’s cinematic investment, underscores the synergy of entertainment, celebrity, and smart brand partnerships in building billion-dollar empires.
https://www.youtube.com/watch?v=TTLjxmGRPZTz8M
Sony Pictures Secures Film Rights to Collectible Phenomenon
Sony Pictures has successfully acquired the film rights to develop a feature-length movie based on Labubu, the wildly popular collectible toy that has captured hearts worldwide. This strategic acquisition represents a pivotal moment in the entertainment industry, demonstrating how collectible brands can evolve into major cinematic properties.
The deal signals Sony’s commitment to expanding its entertainment portfolio beyond traditional gaming and electronics. By securing these rights, the studio positions itself to capitalize on Labubu’s massive fanbase and cultural impact. This move mirrors successful transitions that other beloved characters have made from toy shelves to movie screens.
Following the Success of Iconic Character Franchises
The film development follows a proven formula that has worked exceptionally well for other character-based properties. Industry observers point to franchises like Pokémon and Hello Kitty as prime examples of how collectible characters can successfully transition into theatrical releases. These properties have generated billions in revenue across multiple entertainment mediums, proving that audiences have an appetite for stories featuring their favorite collectible characters.
Labubu’s journey from collectible phenomenon to potential blockbuster reflects the character’s remarkable staying power in popular culture. Unlike many toy trends that fade quickly, Labubu has maintained consistent popularity and grown its fanbase organically. This sustained appeal has convinced Sony Pictures that the property possesses the necessary foundation for a major franchise expansion.
Sony’s entertainment division recognizes that Labubu has achieved critical mass in the marketplace. The character has transcended its original toy format to become a cultural icon, appearing on merchandise ranging from clothing to accessories. This widespread recognition provides the studio with a built-in audience that extends far beyond traditional toy collectors.
The entertainment industry has taken notice of Labubu’s potential, viewing the character as more than just a temporary trend. Market analysts suggest that the property’s ability to maintain relevance across different demographics and age groups makes it an ideal candidate for film adaptation. The character’s distinctive design and universal appeal create opportunities for storytelling that can resonate with both children and adults.
Production timelines haven’t been officially announced, but industry insiders expect development to move forward rapidly given the character’s current popularity. Sony’s track record with character-based entertainment suggests they’ll approach this project with the resources and attention needed to create a quality theatrical experience.
The film development runs parallel to an ambitious animated series that’s already in production. An anime adaptation featuring 156 short episodes, each running seven minutes, is scheduled for broadcast in 2025. This dual approach allows Sony to test audience response to Labubu’s animated form while building anticipation for the eventual feature film.
Sony’s experience with adapting beloved properties into successful entertainment franchises provides confidence that they can handle Labubu’s transition effectively. The studio has demonstrated its ability to respect source material while creating compelling narratives that appeal to broad audiences.
The timing of this acquisition appears strategic, as collectible-based entertainment continues to gain momentum in Hollywood. Studios increasingly recognize that established characters with existing fanbases present lower risks than completely original properties. Recent successes in character adaptation have proven that audiences eagerly embrace their favorite collectibles in new formats.
This development also reflects changing consumer behavior, where collectible culture has evolved into a major entertainment force. Fans don’t just collect these items; they actively engage with the characters and stories behind them. Streaming platforms and studios have recognized this shift, leading to increased investment in character-based properties.
The Labubu film project represents Sony Pictures’ confidence in the character’s long-term viability and commercial potential. By securing these rights now, the studio positions itself to capitalize on what many believe will be the next major collectible-to-cinema success story.
A Billion-Dollar Business Built on Blind Boxes
I can’t help but be impressed by the financial powerhouse that Labubu has become for Pop Mart. The numbers speak volumes about this character’s remarkable commercial success. In the first half of 2024 alone, Pop Mart generated approximately $870 million in sales, with Labubu contributing a substantial portion to this impressive figure.
The financial trajectory becomes even more striking when examining recent performance data. The Monsters series, which includes Labubu, generated RMB 4.81 billion ($670 million USD) in the first half of 2025, representing 34.7% of Pop Mart’s total revenue. This demonstrates the character’s evolution from a niche collectible to a mainstream phenomenon that drives significant corporate growth.
From Artist Creation to Global Phenomenon
Originally created in 2015 by Hong Kong artist Kasing Lung, Labubu figures possess a distinctive aesthetic that has captured collectors worldwide. The character’s design features round furry bodies, wide eyes, pointed ears, and nine sharp teeth forming a mischievous smile that balances playful charm with a slightly fierce edge. This unique visual identity has proven crucial to the brand’s appeal across diverse demographics.
The blind box model has been instrumental in Labubu’s commercial success. This format conceals the figure’s identity until purchase, creating an element of surprise that encourages repeat buying behavior among collectors. The psychological appeal of this mystery element has proven remarkably effective at driving sustained consumer engagement.
Market Dominance and Revenue Performance
The scale of Labubu’s success becomes clear when comparing it to established toy industry giants. In 2025, Labubu figures outsold popular Mattel brands like Barbie and Hot Wheels, demonstrating the character’s ability to compete with decades-old franchises. This achievement is particularly noteworthy given Labubu’s relatively recent entry into the global market.
Pop Mart has strategically expanded the Labubu product line to maximize revenue potential. The company offers several key pricing tiers that cater to different consumer segments:
- Standard figures priced at approximately $15 for smaller collectibles
- Mid-range options for casual collectors seeking quality without premium pricing
- Large 79-centimeter editions commanding up to $960 for serious enthusiasts
- Limited edition releases that create additional scarcity and demand
Over 300 different Labubu figures have been released, creating an extensive ecosystem that encourages continued collection. This product diversity ensures sustained interest while providing multiple entry points for new collectors.
The 2024 performance data reveals Labubu’s individual contribution to Pop Mart’s success. The character generated RMB 3.04 billion ($430 million USD), accounting for 23.3% of the company’s revenue for that year alone. This level of dependence on a single character demonstrates both the strength of the Labubu brand and the company’s ability to maximize its potential.
Current projections suggest that Labubu is on track to become a billion-dollar business for Pop Mart. This milestone would cement the character’s position as one of the most successful original IP creations in recent toy industry history. The rapid growth from a single artist’s creation to a near-billion-dollar franchise illustrates the power of strategic brand development in today’s global marketplace.
The success of Labubu has also influenced Sony’s entertainment strategy, leading to their decision to develop a film adaptation. This move represents a natural evolution for a character that has already proven its commercial viability across multiple markets and demographics.
Record-Breaking Auction Prices Drive Collector Frenzy
The Labubu collectible market has exploded into a high-stakes arena where bidders battle fiercely for rare figurines. I’ve witnessed firsthand how these whimsical characters have transformed from cute accessories into serious investment pieces that command astronomical prices at prestigious auction houses.
Historic Beijing Auction Sets New Standards
June 2025 marked a pivotal moment for Labubu collectors when Beijing hosted its first official auction dedicated entirely to these beloved figurines. The star of the show was a towering 1.2-meter-tall mint-green Labubu that shattered expectations by selling for $170,000. This sale established a new benchmark for the collectible market and demonstrated just how far enthusiasts will go to own a piece of Labubu history.
The auction didn’t stop there. A 51-inch mint green first-generation figurine commanded $150,000 at the Yongle International Auction House, proving that size and rarity create an irresistible combination for serious collectors. Perhaps even more impressive was the sale of one of only 15 brown 63-inch Labubu figures known to exist globally, which fetched $114,086. The scarcity of this particular variant made it one of the most sought-after items in the entire auction.
Complete Sellout Signals Market Maturity
The Beijing auction achieved something remarkable that speaks volumes about the current market conditions. All 48 items found buyers, generating approximately $520,000 in total sales. Multiple figures crossed the $1,000 threshold, indicating that even standard pieces now command premium prices. This complete sellout wasn’t just lucky timing – it reflected genuine demand from collectors who understand the long-term value potential of these figurines.
Yongle Auction recognized the overwhelming success immediately. The auction house has already announced plans for future Labubu-exclusive events, capitalizing on the proven appetite for these collectibles. This decision suggests that auction houses view Labubu as more than a temporary trend – they see it as a legitimate collectible category worthy of dedicated sales events.
The collector frenzy surrounding Labubu has created a secondary market that rivals traditional art auctions. Private collectors now treat these figurines as serious investments, often keeping them in climate-controlled environments and professional display cases. Some collectors have reported returns that exceed traditional investment vehicles, making Labubu an attractive alternative asset class.
Sony’s recent announcements about expanding into different entertainment sectors align perfectly with the timing of this collector boom. The company has shown increased interest in properties that have demonstrated strong fan engagement and commercial potential across multiple markets.
The auction results have also influenced retail pricing strategies. Limited edition releases now command immediate premiums, with some figures selling out within minutes of release. Retailers have adapted by implementing lottery systems and pre-order waitlists to manage the overwhelming demand.
International collectors have begun treating the Beijing auction as a bellwether for global Labubu values. European and North American auction houses are reportedly exploring similar dedicated events, hoping to replicate the success seen in Beijing. The global nature of this collecting phenomenon has created a truly international marketplace where rare pieces can command premium prices regardless of their original release location.
Sony’s mobile gaming division has likely taken notice of these market dynamics, as they suggest strong brand loyalty and engagement that could translate well to other entertainment formats. The collector market provides concrete evidence that Labubu has achieved the kind of cultural penetration that major studios seek when developing film properties.
Celebrity Endorsements Transform Asian Toy Into Global Phenomenon
Labubu’s transformation from a niche Asian collectible to a global sensation can’t be understood without examining the celebrity endorsements that catapulted it into mainstream consciousness. Celebrity influence proved to be the catalyst that sparked international recognition for these distinctive figures.
The pivotal moment arrived in April 2024 when Blackpink’s Lisa was photographed carrying a Labubu keychain. This single appearance triggered an immediate surge in global interest, demonstrating the power of celebrity visibility in today’s interconnected media landscape. Following Lisa’s endorsement, demand for the toys exploded across international markets, creating waiting lists and driving up secondary market prices.
The celebrity appeal continued to build momentum as other high-profile figures embraced the brand. Rihanna and Cher both showed public interest in the toys, further cementing Labubu’s status as a must-have collectible. Actor Javier Bardem took his involvement a step further by participating in promotional marketing campaigns, lending his star power to official brand initiatives.
Media coverage has played an equally important role in defining Labubu’s international appeal. Publications have consistently highlighted the toys’ unique aesthetic – describing them as “adorable furry monsters with sharp teeth” that occupy an unusual space in the collectible market. This paradoxical combination of cute and slightly menacing elements has become central to the brand’s identity.
Media Recognition Solidifies Cultural Impact
Major publications have drawn compelling comparisons that help explain Labubu’s broad appeal. The New York Times positioned the characters alongside beloved animated figures like Stitch and Toothless, suggesting similar emotional connections between audiences and these seemingly contradictory characters. These comparisons have helped Western audiences understand the appeal of creatures that blend adorable features with slightly unsettling elements.
New York magazine captured another essential aspect of the phenomenon, describing the toys as “kind of ugly, but huggable, with a devilish grin—as well as surprise and scarcity.” This description highlights how Labubu occupies a unique position in pop culture, where unconventional beauty becomes part of the appeal rather than a deterrent.
The combination of celebrity endorsements and thoughtful media coverage has created a perfect storm for international expansion. Sony’s decision to develop a film based on the popular characters represents the natural evolution of a brand that has successfully crossed cultural boundaries through strategic celebrity partnerships and media positioning. The entertainment giant’s involvement signals confidence that Labubu’s appeal extends far beyond its collectible toy origins, suggesting potential for sustained cultural relevance across multiple media platforms.
Strategic Collaborations Elevate Brand to Cultural Artifact Status
Labubu’s transformation from collectible toy to cultural phenomenon reflects a carefully orchestrated series of high-profile partnerships that I’ve witnessed reshape the character’s market presence. These collaborations demonstrate how strategic brand alliances can propel a character beyond its original entertainment sphere into mainstream cultural consciousness.
The winter-themed blind box series marked a pivotal moment in late 2024 when Labubu joined forces with Coca-Cola. This partnership introduced 11 distinct figurines that captured both brands’ seasonal marketing strategies while expanding Labubu’s reach into beverage industry consumers. The collaboration leveraged Coca-Cola’s global distribution network, placing Labubu products in retail environments where anime collectibles traditionally don’t appear.
Cross-Media Partnerships Amplify Character Recognition
Early 2025 brought perhaps the most significant collaboration yet through the One Piece partnership. This alliance reimagined the beloved Straw Hat Pirates as Monster Labubu figures, timing the release perfectly with the anime’s highly anticipated return. The collaboration demonstrates how established entertainment properties can mutually benefit from character crossovers, with One Piece lending its massive fanbase while Labubu contributed its distinctive aesthetic appeal.
Sony’s recent moves in entertainment development, including their God of War series announcement, show how major studios recognize the value of established character properties. Similarly, developments like Detective Pikachu 2’s confirmation highlight the ongoing trend of character-based entertainment expansion that Labubu now participates in.
Pop Mart’s exclusive ‘Labubu’s Artistic Quest’ series represents the character’s most prestigious collaboration to date. Released specifically at their Louvre store in Paris, this collection positions Labubu within high-art contexts that few commercial characters achieve. The Louvre’s decision to host a Labubu merchandise display under the same title validates the character’s artistic merit and cultural significance.
This progression from commercial toy to museum-worthy artifact illustrates how contemporary collectible characters can transcend traditional boundaries. The Louvre partnership particularly demonstrates Labubu’s appeal to sophisticated collectors who appreciate both artistic design and cultural relevance. When institutions like the Louvre embrace commercial characters, they acknowledge the blurring lines between high art and popular culture.
The strategic timing of these collaborations reveals sophisticated market understanding. Each partnership targets different demographic segments while building upon previous successes.
- The Coca-Cola collaboration captured mainstream consumers
- The One Piece partnership solidified anime community support
- The Louvre association elevated the brand’s cultural credentials
These collaborations also reflect broader entertainment industry trends where companies develop specialized divisions to capitalize on character properties across multiple media formats. The success of character-driven content, evident in projects ranging from live-action Pokemon series development to various gaming adaptations, creates fertile ground for Labubu’s continued expansion.
The artistic evolution evident in these partnerships positions Labubu as more than a collectible figure. Each collaboration adds layers of cultural meaning while expanding the character’s narrative possibilities. This strategic approach creates multiple entry points for new audiences while rewarding existing collectors with increasingly sophisticated offerings.
Market observers note how these partnerships create sustained engagement rather than momentary publicity spikes. The diversity of collaboration partners – from beverage giants to prestigious museums – demonstrates Labubu’s versatility as a cultural symbol. This adaptability proves crucial for maintaining relevance across different cultural contexts and consumer preferences.
The success of these strategic alliances provides a blueprint for character development in contemporary entertainment markets. By carefully selecting partners that enhance rather than dilute brand identity, Labubu has achieved cultural artifact status that few commercial characters attain. This progression from toy to cultural icon reflects the sophisticated understanding of brand development that drives today’s most successful character properties.
Safety Concerns and Conspiracy Theories Shadow Success
The Labubu phenomenon carries darker undertones beneath its commercial triumph. In May 2025, Pop Mart made the unprecedented decision to suspend Labubu sales across all 16 UK outlets, citing the need to “prevent any potential safety issues” following altercations among customers competing for limited inventory. These incidents highlight how artificial scarcity can transform routine purchases into desperate competitions.
Blind Box Controversy and Consumer Criticism
The blind box model that drives Labubu’s success has attracted significant criticism from consumer advocates and mental health professionals. Critics argue this sales approach promotes overconsumption and emotional reliance by deliberately leveraging artificial scarcity. The system fosters obsessive collecting behaviors where consumers repeatedly purchase products hoping to obtain rare variants, often spending far more than intended.
Financial exploitation concerns center around the addictive nature of blind box purchasing. Many collectors report feeling compelled to continue buying until they complete sets or obtain specific rare figures. This behavior pattern mirrors gambling addiction, where the anticipation of reward drives continued participation despite mounting costs. Consumer protection groups warn that such marketing strategies particularly target vulnerable individuals prone to compulsive shopping behaviors.
Supernatural Theories and Cultural Backlash
Conspiracy theories surrounding Labubu have gained considerable traction on social media platforms, particularly TikTok and Reddit. Some theories connect the character to Pazuzu, an ancient Mesopotamian demon, drawing parallels between Labubu’s sharp teeth and eerie aesthetic with demonic imagery. These comparisons have sparked widespread debate about the doll’s true origins and potential supernatural influences.
Pakistani actress Mishi Khan amplified these concerns by suggesting the dolls could attract jinn or negative spiritual forces. Her warnings resonated with audiences already skeptical of the toy’s unusual design elements. Social media discussions often focus on several key points:
- The character’s unsettling facial features and sharp dental details
- Alleged connections to ancient demonic entities from Mesopotamian lore
- Reports of unusual occurrences among collectors
- Claims about negative energy surrounding the dolls
- Theories about intentional occult symbolism in the design
However, designers and cultural analysts have consistently dismissed these supernatural warnings. They maintain that Labubu draws inspiration from European folklore traditions rather than demonic sources. The character’s creator has stated that the design reflects fairy tale aesthetics common in Nordic storytelling, where mischievous creatures often possess ambiguous moral qualities.
Market Saturation Warnings
Industry experts express growing concern about the sustainability of the Labubu craze. Market analysts warn that despite current high profitability, the phenomenon may follow a predictable trajectory toward saturation and eventual decline. Similar collectible frenzies have historically peaked rapidly before experiencing sharp drops in consumer interest.
The combination of safety incidents, conspiracy theories, and ethical concerns creates a complex environment for continued expansion. While Sony’s entertainment ventures continue seeking new properties to develop, the controversy surrounding Labubu adds uncertainty to long-term planning.
These mounting concerns haven’t immediately dampened sales figures, but they represent potential risks for sustained growth. Companies investing in Labubu-related projects must balance profit potential against reputational risks associated with the character’s controversial aspects. The situation demonstrates how modern collectible markets can quickly shift from celebration to scrutiny as cultural attitudes evolve.
https://www.youtube.com/watch?v=TTLjxmGRPZTz8M
Sources:
Campaign Live – Sony to Produce Labubu Movie, Report Says
Screen Rant – Labubu Mania: Rare Doll Sold for $150,000
DesignRush – Labubu Gets Big Screen Deal
CBR – Labubus Invade Anime World: Rare Labubu Sells for $150,000
Wikipedia – Labubu
eMarketer – Pop Mart Milks Labubu Craze
