LEGO and Sanrio to Launch Hello Kitty Building Sets in 2027

The collaboration unites two long-standing pillars of global play. The Danish manufacturer, which has operated for 94 years, intends to integrate the Sanrio character roster—which includes Hello Kitty, Cinnamoroll, and My Melody—into its modular building system. Lena Dixen, SVP of Global Product Groups at LEGO, noted that the brand's universal appeal aligns with the creative potential of their building sets.

Since her introduction in 1974, Hello Kitty has become a cornerstone of global merchandise, appearing on products in over 130 countries. Wataru Nakatsuka, Senior Managing Director at Sanrio, described the deal as a milestone in the company’s vision of connecting people through its "One World, Connecting Smiles" philosophy. While specific set designs remain under wraps, the companies confirmed that the collection will focus on the friendship and kindness themes central to both brands.