Lego and Sanrio Are Teaming Up, and Hello Kitty and Friends Are Headed to the Brick in 2027
Hello Kitty, Kuromi, My Melody, Cinnamoroll and Pompompurin are all part of the first-ever Lego Sanrio partnership, and a countdown calendar is already live.
Lego and Sanrio just made it official. The two companies announced a brand new partnership on October 6, 2026, and it will bring Hello Kitty and Friends to Lego brick form for the very first time, with sets arriving in 2027.
A teaser video shows Hello Kitty, Kuromi, My Melody, Pompompurin and Cinnamoroll floating out of the iconic yellow Lego paper bag. It is adorable, and it is about all we have to go on for now.
Lego is not saying much beyond the year. Sets are planned for 2027, and the partnership is described as multi-year, which suggests this launch is only the beginning of what Lego has in mind for these characters.
What we know so far
The announcement says Hello Kitty will appear alongside fan favorite characters. Sanrio's family of characters includes Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama, among many others, and the teaser leans on several of them right away.
Lego has not said what shape the sets will take. The wording about bringing the characters to life in brick form could mean buildable figures, minifigures or something else entirely. For now, all we can say is that we should expect several characters.
Some fans are hoping for minifigures of lesser known favorites like Kuromi's pal Tuxedo Sam. That is a wish, not a confirmation, but it is a fun thing to dream about.
Rumors from earlier this year pointed to a January start for the first sets. Lego has not confirmed any release timing, so it could just as easily land later in the year.
A countdown calendar is already live
Lego has set up a dedicated Sanrio page with a Hello Kitty and Friends emblem, a new Lego Sanrio logo, the teaser video and an interactive calendar. The company says fans should check back for monthly hints about what is coming.
The calendar already has some clues, and fans are doing their best detective work. A pudding on October 14 looks like a nod to Pompompurin. A football on October 16 could point to Pochacco.
Apples show up on October 21, which makes sense, since Hello Kitty is famously measured in apples. And on Halloween, there is Kuromi. Lego has not explained any of these, so they are educated guesses for now.
What the companies are saying
A Lego executive said the company is thrilled to introduce the characters and universe of Hello Kitty and Friends to fans in Lego play sets. She called Hello Kitty an instantly recognizable global phenomenon who has inspired happiness across generations, and said her universal appeal fits perfectly with the imaginative power of Lego play.
A senior leader at Sanrio said the company is delighted to reimagine its beloved characters through Lego play. He called the collaboration an exciting milestone and tied it to Sanrio's vision of One World, Connecting Smiles. He added that the company hopes it inspires creativity and joy across generations.
The Lego Group is a Danish family owned company with a 94 year history of building play experiences around the brick. Sanrio describes itself as a global entertainment and lifestyle company that creates characters meant to inspire happiness, friendship and connection.
Hello Kitty is as big as ever
Hello Kitty debuted in 1974 and has grown into one of the most recognized characters in the world. Merchandise is sold in more than 130 countries and regions, covering roughly 50,000 types of products every year.
This is also a busy stretch for the whole Sanrio lineup. In the U.S., McDonald's launched a Hello Kitty and Friends x Godzilla Happy Meal on August 18, 2026, with eight crossover toys. That followed a Teenage Mutant Ninja Turtles x Hello Kitty and Friends collection in August 2025.
Another fast food team up may be right around the corner. A Burger King x Hello Kitty and Friends collection has been floated for this fall, though nothing has been confirmed.
Sanrio also launched a new global children's YouTube channel in September, featuring Hello Kitty, Cinnamoroll, Pompompurin, My Melody and other characters. The company is pushing further into video games and entertainment too.
Sanrio has big plans
Sanrio has laid out a long term strategy to become what it calls a Global IP Platform Provider, with North America as an important growth market. The plan includes more licensed merchandise, games, video and animation, U.S. flagship stores and immersive entertainment in North America.
Longer term, Sanrio also has its eye on additional theme park development through partnerships or licensing.
The momentum follows Hello Kitty's 50th anniversary in 2024. Sanrio says the anniversary efforts, along with its strategy of promoting a wider range of characters, helped boost licensing activity, with especially strong growth in North America and China.
The Sanrio news lands right as Lego's list of licensed partnerships keeps growing. Just last week, a Dragon Ball set joined the fold, and now Hello Kitty and Friends are next in line.
We will keep watching that calendar. Who do you want to see in brick form first?
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