Lego has announced a new line of sets based on Hello Kitty and her Sanrio friends, and the company is using a calendar of teaser images to build excitement before the full range launches in 2027.
The reveal came on October 6, when Lego posted a calendar showing when more details will arrive. Each date drops a hint about which Sanrio character the sets might include, with nods to Pompompurin, Pochacco, Hello Kitty herself, and Kuromi’s birthday.
Countdown Calendar Breakdown
October 14 shows a pudding and a donut, a direct reference to Pompompurin, the cute dog famous for resembling the caramel top of a pudding. The image points to that character while keeping the actual set design under wraps.
Two days later, on October 16, a football appears. That is likely a nod to Pochacco, the sporty puppy from the Sanrio lineup. The pattern holds: each image hints at a character without giving away the final product.
Then comes October 21, with a pair of apples. Given that Hello Kitty is famously five apples tall, weighs as much as three apples, and her favorite food is her mother’s apple pie, this date feels like the moment fans will hear about the main character’s set.
The final image lands on October 31, and it is less cryptic. It shows Kuromi wearing a party hat, and the reason becomes clear when you learn that October 31 is Kuromi’s official birthday. The party hat is a direct reference to the celebration.
What the Sets Will Include
Lego has not shown images of the actual sets yet. The calendar is the only visual detail available so far, and it focuses on characters rather than building designs.
Earlier this year, Lego announced its first-ever Dragon Ball set. The Hello Kitty line follows that announcement by bringing a new licensed property into the Lego lineup.
The teaser images suggest the sets will feature familiar Sanrio characters in Lego form. Whether those characters appear as minifigures, small accessories, or full builds remains unclear until more details are released.
The Characters Behind the Teasers
Pompompurin is the pudding dog whose caramel top has made him a recognisable face in the Sanrio lineup. His appearance on October 14 links him directly to the first teaser image.
Pochacco, the sporty puppy, gets his own nod on October 16. The football image suggests a sporty theme, which fits the energetic character’s personality.
Hello Kitty herself is the star of the collection. Her five-apple height, three-apple weight, and love of her mother’s apple pie make her a natural fit for the apple-themed teaser on October 21.
Kuromi rounds out the group. Her party hat on October 31 ties into her official birthday, giving the final image a clear meaning beyond its visual appeal.
Official Statements From Both Companies
Lena Dixen, SVP Global Product Groups at the LEGO Group, spoke about the partnership in a statement. She framed the collaboration as a natural pairing of two brands with wide appeal.
“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,” Dixen said.
She described Hello Kitty as “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.”
Wataru Nakatsuka, Senior Managing Director at Sanrio, echoed the enthusiasm. He connected the partnership to Sanrio’s broader vision of connecting smiles across the world.
“We’re delighted to partner with the LEGO Group to reimagine our beloved characters through the joy of LEGO play,” Nakatsuka said. “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.”
The Teasers in Order
| Date | Image | Character |
|---|---|---|
| October 14 | Pudding and donut | Pompompurin |
| October 16 | Football | Pochacco |
| October 21 | Apples | Hello Kitty |
| October 31 | Party hat | Kuromi |
How the Teasers Work
Each image in the calendar serves a double purpose. It shows a character in a recognisable way while also giving fans something to decode.
The pudding and donut hint at Pompompurin’s shape. The football points to Pochacco’s sporty nature. The apples connect to Hello Kitty’s measurements and favourite food. And the party hat signals Kuromi’s birthday.
The pattern is consistent enough that fans can guess which character each image represents, even before the full sets are shown. That makes the countdown feel interactive rather than passive.
Why This Matters
Licensed collaborations are a growing part of Lego’s strategy. The Dragon Ball set was announced earlier this year, and the Hello Kitty line extends that reach into a new audience.
The Sanrio brand has decades of history with Hello Kitty and her friends. Lego builds play sets, and together they offer a combination of recognisable characters and hands-on construction that appeals to fans of both brands.
The teaser calendar adds a layer of engagement that simple announcements lack. Instead of waiting for a press release, fans get weekly clues that reward attention and deduction.
The Verdict
The teaser calendar is the strongest part of the announcement. Each image tells a story, and the calendar’s structure turns a standard product reveal into an interactive experience.
The partnership itself is straightforward. Lego wants to sell more sets, and Sanrio wants to reach new audiences. Both companies benefit from putting Hello Kitty and her friends in Lego form.
Whether the sets themselves live up to the hype depends on what Lego shows when the full range launches in 2027. For now, the countdown is doing its job, and the clues are fun to follow.
The calendar approach is a clever move. It gives fans a reason to check back each week, and it turns a product announcement into a mini-game.
The characters are recognisable, the images are playful, and the dates line up with each hint. This is a win for Lego, a win for Sanrio, and a win for anyone who enjoys following a good clue.
The sets are coming in 2027. The calendar tells us which characters to watch for along the way.
Source material: “LEGO Hello Kitty sets announced for 2027,” Dexerto.
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