The LEGO Group and Sanrio have unveiled a groundbreaking collaboration that will introduce the beloved characters from Hello Kitty and Friends into the LEGO building-block format for the very first time. This exciting new product line is set to launch in 2027, marking a fresh chapter for both iconic brands.
The alliance merges two giants from the realms of entertainment and toys: LEGO, known for its innovative and diverse partnerships, and Sanrio, the creative force behind Hello Kitty, a character with enduring global appeal. This collaboration not only expands LEGO’s portfolio but also brings Sanrio’s cherished characters into an entirely new dimension of play.
Lena Dixen, Senior Vice President of Global Product Groups at LEGO, highlighted Hello Kitty’s universal charm and multi-generational reach. She noted that the character’s widespread popularity perfectly complements LEGO’s philosophy of creativity and imaginative play, which is embodied in every brick.
A Transformative Partnership
From Sanrio’s perspective, the collaboration represents a significant milestone. Wataru Nakatsuka, Senior Managing Director at Sanrio, emphasized that this partnership offers a unique opportunity to reimagine their characters through LEGO’s distinctive medium. It aligns directly with Sanrio’s mission to foster connections among people worldwide by sharing joyful experiences.
Since Hello Kitty’s debut in 1974, the character has become a cultural icon recognized across the globe. With this new venture, LEGO and Sanrio are set to bring the charming world of Hello Kitty and her friends to life in an innovative format, inviting fans old and new to build, play, and engage with these beloved characters like never before.