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The LEGO Group and Sanrio have announced a partnership to bring Hello Kitty and Friends into LEGO products, with the first items planned for 2027. Product designs, prices, formats and release dates have not been announced.
The LEGO Group and Sanrio have announced a partnership to bring Hello Kitty and Friends into LEGO products, with the first items planned to arrive in 2027. The companies say the collaboration will create new play experiences around Sanrio characters, but have not yet disclosed specific products or a release schedule.
The announcement names Hello Kitty as part of the collaboration and says Sanrio characters will enter the LEGO brick universe through a range of products. Sanrio is also known for characters including Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama. The companies have not specified which of those characters will appear in the initial range.
Lena Dixen, senior vice president of Global Product Groups at The LEGO Group, described Hello Kitty as a globally recognized character and said the companies hope to create memorable play experiences. Sanrio Senior Managing Director Wataru Nakatsuka said the partnership would reimagine Sanrio characters through LEGO play. Both executives’ comments describe the companies’ aims; they do not provide product specifications.
The companies say fans can expect the first products in 2027. The announcement does not give a launch month, product count, recommended ages, prices or details about where the products will be sold. It also does not confirm whether the range will include buildable character models, playsets, collectibles or other formats.
Sanrio Characters Enter LEGO Play
The partnership brings two established character and toy brands together in a new product line, connecting Sanrio’s character-focused merchandise with LEGO’s building play. For fans, the announcement signals that LEGO products based on Hello Kitty and potentially other Sanrio characters are in development, although the eventual range remains unspecified.
Sanrio says Hello Kitty was introduced in 1974 and appears on approximately 50,000 types of merchandise sold annually across more than 130 countries and regions. That figure comes from the source report and describes the character’s broader merchandise presence, not sales or forecasts for the planned LEGO products. The partnership’s commercial reach and likely demand have not been quantified by either company.
LEGO Sanrio Hello Kitty building set
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A New Licensed Character Partnership
The announcement is a forward-looking partnership rather than a report of products already on sale. The Toy Book reported that the collaboration will introduce a range of LEGO Sanrio products beginning in 2027, and pointed readers to LEGO’s website for further information. The supplied announcement contains no product images, preorder information or detailed rollout plan.
Sanrio’s character portfolio extends beyond Hello Kitty to include Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama. Naming those characters as part of Sanrio’s wider portfolio does not establish that each will be included in the LEGO range. The companies have said the collaboration involves Hello Kitty and Friends, but have not provided a definitive character list for its first release.
Product Line Details Still Pending
Neither company has announced specific sets or products, a price range, a release date within 2027, or sales regions. It is also unclear which Sanrio characters will feature in the first wave, whether the products will be aimed at particular age groups, and whether the companies plan additional waves after the initial launch.
The announcement uses the phrase Hello Kitty and Friends but does not define the characters included in that label for this partnership. No product images or details about building features, packaging or availability were provided in the source material. Those points should not be treated as confirmed until the companies release further information.
Watch for 2027 Product Details
The companies say the first products are planned for 2027. Before launch, further announcements may clarify the product range, participating characters, formats, prices, age guidance and release timing; none of those details has been confirmed in the current announcement.
For now, the confirmed development is the partnership itself and the plan to bring Sanrio characters into LEGO products. Readers interested in the line will need to wait for the companies’ product announcements for information about specific items and how to buy them.
Key Questions
What did Sanrio and The LEGO Group announce?
They announced a partnership to bring Hello Kitty and Friends into LEGO products through a new range of play experiences.
When will the first LEGO Sanrio products be released?
The companies say the first products are planned for 2027. They have not announced a specific date or month.
Which Sanrio characters will be included?
Hello Kitty is named in the announcement. Sanrio’s other characters include Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama, but the companies have not confirmed which will appear in the first products.
Have the products, prices or set formats been revealed?
No. The announcement does not provide product images, set names, formats, prices, age guidance or retail details.
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