Hello Kitty is finally getting her first Lego set, and the two companies behind it made the announcement official today. The Lego Group and Sanrio confirmed the collaboration in a post on the Lego website, complete with a cute video showing Sanrio’s characters floating out of a Lego bag.
The sets will start appearing in 2027, though neither company has shown what the actual bricks will look like yet. The teaser video did reveal which characters will be included: Hello Kitty herself, plus Kuromi, My Melody, Pompompurin, and Cinnamoroll.
The Lego-Sanrio Partnership
The partnership is designed to bring the world of Hello Kitty and her friends into Lego brick form for the very first time. The companies did not share details about the design of the sets beyond the teaser video, which showed those five characters emerging from a Lego bag.
The Lego Group’s Lena Dixen spoke about the collaboration, saying the pairing brings together two global brands. “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,” Dixen said. “We hope to create memorable moments of unforgettable fun.”
Sanrio Group’s Wataru Nakatsuka echoed the sentiment. “We look forward to seeing how this partnership will inspire creativity and bring joy across generations in the years ahead,” he said.
What the Video Showed
The teaser video itself is worth noting. It showed the five characters floating out of a Lego bag, giving fans a clear idea of which Sanrio characters will appear in the sets. The video did not show the sets themselves, but it confirmed which characters fans can expect to see.
That doesn’t necessarily mean all five characters will appear in the initial release. The video shows the full lineup of Sanrio’s main characters, but the sets may focus on a subset of them.
For anyone who grew up with Hello Kitty or follows her online, the video was a clear signal of what is coming. The characters floated out in a way that suggested they were stepping into the Lego world, ready to be built.
Other Lego Announcements
The Lego Group has been busy beyond the Hello Kitty deal. In the past week, the company has announced several other sets and partnerships.
To mark the 40th anniversary of The Legend of Zelda, a Link and Epona set will be released in 2027. This set celebrates the long-running Nintendo franchise.
This November, Dragon Ball will receive its first Lego set. That set starts a partnership that will continue with even more products next year.
There are also three new Batman-themed sets coming early next year.
Some sets are being sunset, though. Lego has announced that at the end of this year, some iconic Star Wars, X-Men, and Batman sets will be removed from active production.
The Sets That Are Going Away
The sunset announcement is a reminder that Lego’s product lines are constantly changing. Some iconic sets will no longer be produced after the deadline.
The affected categories are Star Wars, X-Men, and Batman. Each of these franchises has a long history with Lego, and the removal of some sets marks the end of a chapter for those lines.
It is a mixed message for collectors. On one hand, there is excitement about new sets. On the other, there is concern about sets disappearing. The Lego Group is clearly moving forward, and the sunset announcement is part of that process.
Comparing the New Partnerships
| Partnership | Announcement |
|---|---|
| Hello Kitty and Friends | Official post on Lego website |
| Link and Epona (Zelda) | 40th anniversary celebration |
| Dragon Ball | First Lego set |
| Batman-themed sets | New announcement |
The table shows the range of announcements. Some are already on sale, others are coming soon, and others are still far off.
The Hello Kitty partnership is a natural fit between two global brands. The characters are instantly recognizable, and the Lego brick format will give fans a new way to build with them.
What Fans Should Expect
The Lego Group has not shown images of the Hello Kitty sets yet. The teaser video was the closest fans got to seeing what the sets will look like.
The video showed the five characters floating out of a Lego bag. It did not show the sets themselves, but it confirmed which characters fans can expect to see.
The sets will bring the characters and universe of Hello Kitty and Friends to fans for the first time in Lego brick form.
The Verdict
The announcement is a win for fans of both brands. Hello Kitty is a global phenomenon, and Lego is one of the world’s most popular toys. Bringing the two together is a natural fit.
The sets will be available starting in 2027. That gives fans plenty of time to prepare.
The teaser video was a smart move. It showed the characters without showing the sets, which kept the announcement mysterious while confirming the lineup.
The Lego Group has a lot on its plate. Between the new partnerships and the sunset announcement, the company is making changes across its product lines.
Fans of Hello Kitty have waited a long time for this. The wait is almost over.
The Lego Group has not said which characters will appear in which sets, or what the designs will look like. But the teaser video gave fans a clear idea of what is coming.
The partnership is official. The sets are coming. And the characters are ready to float out of that Lego bag.
See the video the story is built around at Polygon.
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