LEGO and Sanrio announce multi-year Hello Kitty partnership

The LEGO Group and Sanrio Co., Ltd. have announced a multi-year partnership to launch a new line of LEGO Sanrio products. The collaboration will bring the Hello Kitty and Friends universe to life through LEGO bricks for the first time.

The new product range is scheduled for a global release in 2027. While specific set details, prices, and exact character lineups have not yet been disclosed, teaser materials suggest the inclusion of popular Sanrio characters such as My Melody, Kuromi, Pompompurin, and Cinnamoroll.

Lena Dixen, SVP Global Product Groups at the LEGO Group, described Hello Kitty as a “global lifestyle phenomenon” that aligns with the imaginative possibilities of LEGO play. Wataru Nakatsuka, Senior Managing Director at Sanrio, noted that the partnership marks an exciting milestone in reimagining beloved characters through the joy of building.