picture alliance / dpa/picture alliance via Getty I The viral, monster-like toy Labubu is diving into the world of Hollywood. Pop Mart, the creators of the Labubu, and Sony Entertainment announced that they are developing a film featuring the ugly-cute plushy. Labubus made waves last summer, with everyone from Rihanna to David Beckham seen with the internet sensation. But its hype sank by the fall, tanking the company’s once sky-high stock. The film is an attempt by the brand to give the collectible new life, in hopes it can become more than a once-trendy item. “What we look forward to more is using storytelling to help people fall in love with these IPs more deeply or find those points of connection,” Pop Mart’s Chief Operating Officer, Si De, told CNBC earlier this month. The film is set to be a live-action and CGI hybrid. Paul King, the film-maker behind the 2016 animated hit Paddington , will produce and direct the film. It comes amid a wave of movies about beloved toys including Barbie, My Little Pony, Hot Wheels , and Transformers , The announcement did not indicate when the film will be released. The movie is currently in early development. Read it at NBC News Read more at The Daily Beast.