Following yesterday’s reveal of new LEGO x "Batman" projects planned for 2027, the Danish building-block giant has announced another major collaboration. LEGO is officially entering a multi-year partnership with Japanese character entertainment company Sanrio, bringing the world of Hello Kitty and Friends to LEGO bricks for the first time. Multiple LEGO Sanrio products are confirmed to launch beginning in 2027, marking the first official LEGO appearances for Sanrio’s beloved characters. Names, character lineups, pricing, and exact release dates for the initial sets have yet to be announced.
Since her debut in 1974, Hello Kitty has grown from a single character into a global brand spanning apparel, toys, games, and countless collaborations. According to Sanrio, roughly 50,000 Hello Kitty products are released each year across more than 130 countries and regions. The LEGO partnership will also feature other popular Sanrio characters, though the company has not yet revealed whether familiar faces such as My Melody, Kuromi, Cinnamoroll, or Pompompurin will be among the first to receive the LEGO treatment.
Rather than limiting the collaboration to one or two commemorative sets, the companies have described it as a multi-year partnership, with multiple new products already planned for 2027. That leaves plenty of room for the LEGO Sanrio collection to grow. The biggest question now is whether the first wave will focus on buildable characters, classic locations, or entirely new play concepts inspired by Sanrio’s colorful world. LEGO has also launched a dedicated "LEGO® Sanrio" webpage teasing that “the adventure begins in 2027,” with new monthly hints set to appear on the site.
via： IG @LEGO