Sony Pictures, the studio behind Jumanji, has acquired the screen rights to Labubu, a popular Chinese doll brand, with plans to develop a movie and potentially launch a franchise, The Hollywood Reporter says.

Labubu was created by Hong Kong-born, Europe-based artist Kasing Lung and initially produced by How2 Work. The dolls gained widespread popularity after Chinese retailer Pop Mart took over production and sales in 2019.

The brand’s success is fueled by Pop Mart’s “blind box” sales model, where buyers do not know which doll they will receive, driving repeated purchases and excitement. Collectors have also created a robust secondary market, with limited edition pieces and auctions reaching six-figure prices.

No producers, directors, or cast have been attached to the project, and it remains unclear whether the film will be live-action or animated. Sony has not released an official comment.

The acquisition reflects Sony’s interest in turning niche, stylized properties into global hits. If successful, Labubu could join the studio’s roster of franchises and bring the viral toy phenomenon to a worldwide audience.