LEGO and Sanrio Partner to Bring Hello Kitty to LEGO Bricks

LOS ANGELES, Oct. 6, 2026 /CourierPR/ -- The LEGO Group and Sanrio Co., Ltd., the global entertainment and lifestyle company behind the beloved Hello Kitty and Friends characters, have announced a new multi-year partnership. This collaboration will bring the iconic universe of Hello Kitty and Friends to life in LEGO brick form for the first time, marking a significant milestone for both brands.

According to Lena Dixen, Senior Vice President of Global Product Groups at the LEGO Group, the partnership aims to create unique and playful experiences for fans worldwide.

Sanrio's Senior Managing Director, Wataru Nakatsuka, echoed Dixen's sentiments, expressing excitement for the collaboration.

Hello Kitty, introduced in 1974, has grown into one of the world's most recognized and beloved characters. Appearing on approximately 50,000 types of merchandise sold annually in over 130 countries and regions, Hello Kitty, along with many other Sanrio characters, connects with audiences around the world to bring smiles through storytelling across media, consumer products, digital content, and immersive experiences. Sanrio remains an enduring symbol of friendship, kindness, and kawaii culture for generations of fans.

The partnership will result in a wide range of new LEGO Sanrio products, with fans looking forward to these offerings in 2027. The LEGO Group, a Danish family-owned company with a 94-year history of creating fun and engaging play experiences, will bring the unique world of Sanrio to life in LEGO sets, featuring Hello Kitty alongside fan-favorite characters.

The LEGO Group was founded in Billund, Denmark, in 1932 by Ole Kirk Kristiansen. Its products are now sold in more than 120 countries worldwide. Sanrio, on the other hand, was established in 1960 and has upheld the corporate philosophy of "Minna Nakayoku" (Getting Along Together). With a presence in over 130 countries and regions, Sanrio continues to strengthen its global influence in entertainment through consumer products, digital content, and immersive experiences, guided by the vision "One World, Connecting Smiles."

This partnership is expected to inspire creativity and bring joy to fans across generations, creating memorable moments of unforgettable fun. As the LEGO Group and Sanrio continue to collaborate, they aim to capture the hearts of fans worldwide through exciting new LEGO sets that bring the unique world of Sanrio to life.