Sanrio and The LEGO Group to Build Together

The LEGO Group and Sanrio are building a beautiful friendship, bringing Hello Kitty and Friends to LEGO play for the first time.

The partnership introduces a range of LEGO Sanrio products beginning next year, in 2027. The collaboration brings Sanrio characters, including Hello Kitty, into the LEGO brick universe through new play experiences for fans.

“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,” says Lena Dixen, Senior Vice President, Global Product Groups at The LEGO Group. “We hope to create memorable moments of unforgettable fun.”

Hello Kitty, who was introduced in 1974, has become one of the world’s most recognized characters, appearing on approximately 50,000 types of merchandise sold annually across more than 130 countries and regions. Alongside Hello Kitty, Sanrio is known for characters including Cinnamoroll, Kuromi, My Melody, Pompompurin, and Gudetama.

“We’re delighted to partner with the LEGO Group to reimagine our beloved characters through the joy of LEGO play,” shares Wataru Nakatsuka, Senior Managing Director, Sanrio. “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 companies say fans can look forward to the first products from the partnership in 2027.