The LEGO Group and Sanrio Co., Ltd. have revealed a new partnership that will bring the characters and universe of Hello Kitty and Friends to fans for the first time in LEGO brick form. Fans can look forward to a wide range of new LEGO Sanrio products for fans, starting in 2027.

Introduced in 1974, Hello Kitty 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, while remaining an enduring symbol of friendship, kindness, and kawaii culture for generations of fans.