The LEGO Group and Sanrio officially announced today that Hello Kitty is set to receive her first-ever brick-built representation, with a new collaboration slated to launch across retail shelves beginning in 2027. The partnership, unveiled through an official post on the LEGO website, will bring the characters and universe of Hello Kitty and Friends to fans for the very first time in physical toy form, marking a milestone crossover between one of pop culture’s most enduring icons and the world’s premier brick manufacturer.
While details remain scarce regarding exactly what the sets will look like, the reveal was accompanied by an adorable video showing Sanrio’s beloved characters floating out of a LEGO bag. The teaser introduced several fan favorites to the announcement, including Hello Kitty herself alongside Kuromi, My Melody, Pompompurin, and Cinnamoroll. It is worth noting that not every character featured in the promotional clip is guaranteed to appear when the collaboration officially launches.
A Partnership Built on Shared Values
The collaboration represents a meeting of two global entertainment powerhouses with deeply shared values around joy, creativity, and cross-generational appeal. Sanrio’s Hello Kitty, created in 1974, has grown into an instantly recognizable worldwide phenomenon spanning merchandise, media, and lifestyle products, while the LEGO Group remains one of the most trusted names in playtime across generations.
“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.”
Lena Dixen, The LEGO Group
“We look forward to seeing how this partnership will inspire creativity and bring joy across generations in the years ahead.”
Wataru Nakatsuka, Sanrio Group
A Busy Period for LEGO’s Expanding Portfolio
The Hello Kitty announcement arrives during a remarkably active stretch for the LEGO Group, which has unveiled several new sets over the past week. To celebrate the 40th anniversary of The Legend of Zelda franchise, a Link and Epona set is also scheduled to arrive in 2027.
Additionally, its first Lego set for Dragon Ball lands this November, kicking off a broader partnership that will continue with even more products next year. For superhero enthusiasts, three new Batman-themed sets are coming early next year as well, further expanding LEGO’s licensed offerings across multiple franchises.
The wave of new releases coincides with the retirement of some iconic lines. The LEGO Group confirmed that at the end of this year, certain Star Wars, X-Men, and Batman sets will be removed from active production, signaling a shift in its retail strategy as it makes room for fresh intellectual property.
Looking Ahead
In the meantime, the broader LEGO lineup continues to expand in multiple directions, from Nintendo-adjacent celebrations to anime adaptations and superhero expansions. Whether collectors ultimately see their favorite characters like Cinnamoroll or Kuromi materialize on shelves remains to be seen, but one thing is certain: Hello Kitty’s long-awaited transition into the brick world has officially begun.
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