Lego Announces Partnership With Hello Kitty for 2027 Line

Hello Kitty is finally getting her first Lego set, as the Lego Group and Sanrio announced today. Specific details about the appearance of the sets remain under wraps, but the collaboration launches in 2027.

The Lego Group and Sanrio made the announcement in an official post on the Lego website alongside a video featuring Sanrio characters floating out of a Lego bag. Starting in 2027, the partnership brings the characters and universe of Hello Kitty and Friends into Lego brick form for the first time. Characters appearing in the teaser video include Hello Kitty, Kuromi, My Melody, Pompompurin, and Cinnamoroll.

Lena Dixen from the Lego Group shared thoughts on the upcoming partnership:

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.

Wataru Nakatsuka from the Sanrio Group added that the companies look forward to seeing how the partnership inspires creativity and brings joy across generations in the years ahead.

Lego’s upcoming sets

The Lego Group announced several new product lines in the past week alongside the Hello Kitty and Friends collection. To celebrate the 40th anniversary of The Legend of Zelda, a Link and Epona set debuts in 2027. Dragon Ball receives its first Lego set this November, launching a partnership that continues with additional products next year.

Three new Batman-themed sets arrive early next year as well. Meanwhile, the Lego Group announced that certain Star Wars, X-Men, and Batman sets will be removed from active production at the end of this year.

Source: Polygon