Pop Mart (泡泡玛特) partners with Sony Pictures to develop live-action LABUBU film

Deal details

Pop Mart (泡泡玛特) said today it will develop a live-action/CGI feature based on its LABUBU character in partnership with Sony Pictures. The project is in early development and will blend live-action footage with computer-generated imagery. It has been reported that director Paul King — known for Paddington and Wonka — is attached to the project, though concrete production or release details have not been announced.

LABUBU and Pop Mart's IP push

Who is LABUBU, and why does it matter? LABUBU is one of Pop Mart’s flagship IPs that helped the company become a major force in China’s collectible “blind box” market. Pop Mart has aggressively commercialized its characters across toys, apparel, and retail experiences; moving LABUBU into film is the next step in turning a domestic toy sensation into a global entertainment franchise.

Global reach and geopolitical context

A Sony Pictures tie-up gives Pop Mart potential access to international distribution networks and franchise-building expertise. Reportedly, no casting, budget or release timetable has been set. The deal is another example of cultural collaboration that continues between Chinese IP owners and Hollywood studios even as broader U.S.–China trade and technology tensions persist; cultural projects face different regulatory dynamics than the sanctioned tech sectors, but they still operate within a politicized global market.

What to watch next

Expect announcements on producers, a formal director confirmation and a production timeline in coming months if the project advances. For Western audiences less familiar with China’s toy scene, the Pop Mart–Sony move underlines how Chinese consumer brands are exporting not just products but intellectual properties as Hollywood-style franchises.