The Lego Group and Sanrio have announced a new partnership that will bring Hello Kitty and her friends to Lego sets for the first time in 2027. The collaboration was revealed in a joint announcement from the two companies, accompanied by a video showcasing Sanrio characters emerging from a Lego bag.
Initial details suggest that the upcoming sets will feature characters from the Hello Kitty and Friends universe. Those seen in the teaser video include Hello Kitty herself, Kuromi, My Melody, Pompompurin, and Cinnamoroll. Specific set designs have not yet been revealed.
Lena Dixen of the Lego Group stated that Hello Kitty's global appeal and the "imaginative power and limitless possibilities of Lego play" are a perfect match. Wataru Nakatsuka of the Sanrio Group expressed anticipation for how the partnership will "inspire creativity and bring joy across generations."
This collaboration follows a recent surge in Lego's announced partnerships. The company recently revealed a Link and Epona set celebrating The Legend of Zelda's 40th anniversary, also slated for a 2027 release. Additionally, Dragon Ball will receive its first Lego set this November, marking the beginning of an extended partnership. Three new Batman-themed sets are also scheduled for early next year. However, some existing Lego sets, including iconic pieces from Star Wars, X-Men, and Batman, are set to be retired from production by the end of the current year.