The LEGO Group has announced a partnership with Sanrio Co., Ltd., with Hello Kitty building sets due to debut in 2027.
A new partnership between the LEGO Group and Sanrio Co., Ltd. means that the Danish company will design and manufacture Hello Kitty construction toys for the first time. The new products will feature Hello Kitty and the broader colourful cast of characters that populate her world.
Hello Kitty, alternatively known as Kitty White, first appeared on a coin purse back in 1975. She was created by Yuko Shimizu and designed by Yuko Yamaguchi. Her lore goes that she lives in a London suburb.
Like LEGO products, Hello Kitty was initially intended for children but found a broader audience with teenagers and adults. In the West, she has proven to be an accessible entry point into kawaii media.
Specific sets in the LEGO Hello Kitty theme will be announced later. The LEGO Group has confirmed that her friends will also be part of the models, with fans sure to respond to characters such as Mimmy, Cinnamoroll, Dear Daniel, Kuromi, Badtz-Maru, Pompompurin, Pochacco, My Melody, Little Twin Stars, Jewelpet, Chococat and Charmmy Kitty.
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“We’re thrilled to reveal this partnership with Sanrio and introduce the Hello Kitty and Friends characters and universe to fans in LEGO play sets for the very first time,” says LEGO Senior Vice President Global Product Groups Lena Dixen.
“Hello Kitty is an iconic character, an instantly recognisable, 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.”
“We’re delighted to partner with the LEGO Group to reimagine our beloved characters through the joy of LEGO play,” says Sanrio Co., Ltd. Senior Managing Director Wataru Nakatsuka. “This collaboration marks an exciting milestone for Sanrio as we continue to create meaningful moments for people around the world, guided by our vision of ‘One World, Connecting Smiles’. We look forward to seeing how this partnership will inspire creativity and bring joy across generations in the years ahead.”
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