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2 clusters · 11 sources · 8 days · First seen · Last updated

Sanrio brand expansion and licensing partnerships

Overview

Sanrio is expanding its Hello Kitty and Friends brand through several major international licensing and retail partnerships.

In early October 2026, the LEGO Group and Sanrio announced a multi-year collaboration to launch a new line of LEGO Sanrio products globally in 2027. The partnership aims to bring characters like My Melody, Kuromi, Pompompurin, and Cinnamoroll to life through building sets.

Following this, Sanrio announced further expansions. Rubies will launch a collection of costumes, accessories, and toys inspired by the brand across Europe, the Middle East, Africa, Australia, and New Zealand in 2027. Additionally, Macy’s in the United States is launching an exclusive 23-piece capsule collection featuring apparel, accessories, and home goods, with a flagship arrival at Herald Square on October 15.

Entities

Hello Kitty · Macy's · Rubies · Sanrio · The Lego Group

Timeline

  1. [BUSINESS] 2 sources
    Sanrio expands Hello Kitty brand through Rubies and Macy's deals

    Sanrio is expanding its brand reach through a new costume and toy deal with Rubies for 2027 and an exclusive merchandise capsule with Macy's featuring Hello Kitty and Friends.

  2. [BUSINESS] 10 sources
    LEGO and Sanrio announce multi-year Hello Kitty partnership

    The LEGO Group and Sanrio have entered a multi-year partnership to release a range of Hello Kitty and Friends LEGO sets starting in 2027.

Sources

beyondpixels.de · bricksfanz.com · haziallat.hu · mondotv.it · nomadeurbain.fr · recreio.com.br · shoppingspirit.pt · splashpages.de · thatericalper.com · trendhunter.com · webwire.com