The Chinese toymaker’s star character will appear in a film co-written and helmed by the director of Paddington and Wonka.

Chinese toymaker Pop Mart and Sony Pictures Entertainment announced on Thursday a feature film starring Labubu, the company’s most popular character. Analysts said the film was a strategic move to extend Labubu’s intellectual property (IP) value and support medium-term growth, following the trajectory of global icons like Barbie and Hello Kitty. The film, still in early development, would be a mix of live action and computer-generated imagery, Pop Mart said in a statement. Lung Ka-sing, the…

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