‘Wonka’ Director Paul King to Bring Viral Toy Labubu to Life in New Sony Family Film

Sony Pictures is teaming with filmmaker Paul King to adapt the viral toy character Labubu into a live-action/CG family movie, expanding the studio’s push into toy-based franchises following the success of “Barbie.” King, whose work on “Paddington,” “Paddington 2” and “Wonka” has been widely credited with revitalizing family storytelling on the big screen, will direct the new feature.

Labubu is a mischievous, rabbit-like creature that originated as part of the “The Monsters” lineup created by Hong Kong-based designer Kasing Lung for Pop Mart, a Chinese company known for its collectible “blind box” toys. The toy has become a breakout hit in 2025, inspiring long lines at Pop Mart stores and rapidly growing online fandom across Asia and beyond.

Sony’s film will be produced by Department M and Wenxin She, whose credits include “Wish Dragon” and “A Beautiful Day In The Neighborhood,” alongside Pop Mart, which will be closely involved as the rights holder and creative partner. Paul King is directing and producing signaling that the film will likely lean into character-driven humor and emotional storytelling.

Labubu’s rise reflects the growing cultural reach of designer toys and East Asian pop culture, as Pop Mart has expanded from China into Europe, North America and other markets with themed stores, pop-ups and collaborations. The company’s collectibles, often sold in sealed “blind boxes,” have cultivated a multi-generational fanbase that includes many LGBTQ+ collectors who are drawn to the toys’ playful gender nonconformity and expressive aesthetics.

Although Labubu itself does not speak and has no fixed canonical gender, fans frequently interpret the character in diverse ways within online communities, fan art and cosplay, embracing Labubu as a canvas for queer and gender-expansive self-expression. These fan practices align with broader trends in fandom culture, where LGBTQ+ people often use fantastical characters to explore identity and community in inclusive spaces such as Instagram and TikTok.

Paul King’s previous films, particularly the “Paddington” series, have been widely praised for centering themes of chosen family, belonging and kindness, ideas that resonate strongly with many LGBTQ+ viewers. “Paddington 2” has been noted by critics for its gentle advocacy of acceptance and its depiction of a multicultural London that welcomes outsiders. While no specific plot details for the Labubu film have been announced, Sony’s description of the project emphasizes a “heartfelt, imaginative adventure” designed for contemporary global audiences.

Major studios in recent years have publicly committed to more inclusive casting and storytelling in family films, responding to advocacy from LGBTQ+ organizations and audiences who have called for fuller representation beyond background characters or brief moments. Sony has previously released family and animated titles that included LGBTQ+ characters, such as “The Mitchells vs. the Machines,” which featured an openly queer protagonist. This track record raises expectations that new family franchises, including Labubu, will consider meaningful inclusion both on screen and behind the camera.

By adapting a largely wordless, visually distinctive toy into a narrative feature, Sony and Paul King are entering a space where design, emotion and character gesture carry much of the storytelling, echoing traditions in animation and silent comedy. This opens opportunities to reach audiences across languages and regions, including LGBTQ+ viewers who often engage deeply with visual symbolism and nonverbal storytelling within fandom and fan art communities.

Industry observers note that Labubu’s transition from collectible to cinematic character continues a wave of toy and game adaptations following “Barbie” and “The Super Mario Bros. Movie,” as studios look for familiar IP with built-in communities. For LGBTQ+ fans who have embraced designer toys and character-driven fandoms as creative outlets, a Labubu film crafted by a director known for empathetic, inclusive family storytelling may become another touchpoint for affirming, community-driven engagement, depending on how representation is approached in development and casting.