LEGO and Sanrio Announce Hello Kitty and Friends Sets Coming in 2027

The LEGO Group and Sanrio are teaming up for a new multi-year partnership that will bring Hello Kitty and other Sanrio characters to LEGO sets for the first time. The companies just announced the collaboration, confirming that the first LEGO Sanrio products are scheduled to arrive in 2027. LEGO described the partnership as a wide-ranging effort that will bring the Hello Kitty and Friends universe into brick form, with multiple products planned for fans.

Hello Kitty will be at the center of the collection, but LEGO also said the partnership will include other fan-favorite Sanrio characters. That opens the door to a much broader lineup than a single Hello Kitty set. Sanrio’s character roster includes Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama, although LEGO has not yet confirmed which characters beyond Hello Kitty will appear in the first wave. No individual sets, prices, piece counts or release dates have been revealed so far.

\Hello Kitty has appeared across toys, figures, apparel, accessories and countless other collectibles since being introduced in 1974, while LEGO has increasingly expanded its licensed offerings into major entertainment and lifestyle properties.

Sanrio says approximately 50,000 types of Hello Kitty merchandise are sold annually across more than 130 countries and regions, a scale that helps explain the potential reach of the new LEGO partnership. The collaboration will also mark the first time Sanrio’s characters have officially appeared in LEGO play sets.

Lena Dixen, SVP Global Product Groups at the LEGO Group, said “We’re thrilled to reveal this partnership with Sanrio and introduce the Hello Kitty and Friends characters and universe to fans in LEGO play sets for the very first time. Hello Kitty is an iconic character, an instantly recognizable, global lifestyle phenomenon that has inspired happiness across generations, and her universal appeal pairs perfectly with the imaginative power and limitless possibilities of LEGO play, we hope to create memorable moments of unforgettable fun.”

Wataru Nakatsuka, Senior Managing Director, Sanrio Co., Ltd., said:\ “We’re delighted to partner with the LEGO Group to reimagine our beloved characters through the joy of LEGO play. This collaboration marks an exciting milestone for Sanrio as we continue to create meaningful moments for people around the world, guided by our vision of ‘One World, Connecting Smiles’. We look forward to seeing how this partnership will inspire creativity and bring joy across generations in the years ahead.”

The first LEGO Sanrio products are expected sometime in 2027, with additional details still to come.