Chinese trendy toy maker Pop Mart on Thursday told the Global Times in a statement that its Labubu film project, co-developed with Sony Pictures, is still in the early stages of development. The movie will blend live-action with computer-generated imagery to bring Labubu’s fantasy world to the big screen.

The film project marks the latest cross-industry move by China’s trendy toy sector. On the same day, Pop Mart said it will collaborate with Sony Pictures to develop a live-action/animated feature based on The Monsters (Labubu), one of its globally popular IP franchises.

Pop Mart said the film is expected to be directed and produced by Paul King, the filmmaker behind the Paddington series and the box-office hit Wonka. The company also confirmed that Kasing Lung, the artist behind The Monsters, will be deeply involved in the project as a producer. The film is currently in production planning.

From collectible figurines on desks to globally popular vinyl plush toys, and to interactive star characters engaging visitors at Pop Mart City Park, The Monsters franchise continues to expand its presence. Represented by such IPs, China’s trendy toy industry has in recent years been making increasingly strong inroads into international markets.

Beyond The Monsters, other intellectual properties created by Chinese designers under the company are also rapidly gaining traction among global consumers.

Bloomberg reported on March 15 that Pop Mart characters such as Twinkle Twinkle, Skullpanda and Crybaby are drawing large crowds, fetching hefty premiums on resale platforms and climbing the company’s sales charts.

Twinkle Twinkle plush pendants routinely disappear within minutes of restocking. On Chinese resale platform Qiandao, many of the character’s toys trade above official prices, while a plushie from the Crybaby Vacation Mode On series is selling at 72 percent above retail, according to Bloomberg.

In the US, Skullpanda ranks as Pop Mart’s No. 2 intellectual property, according to Morgan Stanley, with a recent tie-in with Hasbro Inc.’s My Little Pony drawing hundreds of thousands of likes.