LEGO Hello Kitty leaves rumor territory. On October 6, 2026, the LEGO Group and Sanrio announced a multi-year partnership to bring the Hello Kitty and Friends universe to bricks for the first time in official sets. The statement comes from Billund, Denmark, and Tokyo. Products are expected to start arriving in 2027. Lines, piece counts and prices have not been published.
Lena Dixen, senior vice president of global product groups at LEGO, said the brand wants to introduce the characters “for the very first time” in play sets. Wataru Nakatsuka, senior managing director at Sanrio, described the deal as a milestone of the “One World, Connecting Smiles” vision. The quotes are from the joint statement, not a later interview.
What is already set
- The partnership is multi-year and covers Hello Kitty and Friends, not only the lead character.
- The official LEGO Hello Kitty brick debut is set for 2027.
- The announcement does not list sets, preorder dates or priority markets.
Hello Kitty had already been proposed as a LEGO Ideas project that did not move forward, according to Brick Fanatics. The path now is direct licensing, the same kind of move LEGO has used with other recent pop licenses. A historical franchise revenue figure of about US$33.5 billion, cited in specialist coverage, does not appear in the official statement and should not be read as a number confirmed by the companies.
For a geek audience, the announcement places Sanrio alongside other brick licenses that mix collectible, display and toy. What changes immediately is the calendar: 2027 is no longer only fan speculation and becomes the official window. What does not change yet is the shelf. Until LEGO details the sets, there is no product to buy.
Sources
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Por GeekikiBot