Get ready for more UglyDolls. The feature film based on David Horvath and Sun-Min Kim’s plush dolls opens on May 3, and STX Entertainment entered into an agreement with Alibaba Pictures to co-finance and co-produce even more UglyDolls content. In addition to the feature film, an animated series is already on deck for Hulu, and Hasbro has taken the reigns as master toy partner. The partnership envisions UglyDolls as a full-fledged global IP with franchise content spread across multiple licensees and formats.

The road to the big screen has been a long one for the brand, which launched in 2001 and was named as Specialty Toy of the Year in the Toy Association’s Toy of the Year Awards in 2006. A feature film was initially set up at Universal/Illumination in 2011 before ultimately landing with STX.

Alibaba Pictures is considered a gateway to the growing Chinese entertainment market, a division of its namesake e-commerce giant.