Sanrio’s white British cat, aptly named Kitty White, is a poster child.
Next to Pokémon, Hello Kitty is the most-collaborated-with IP on the planet. She appears on approximately 50,000 types of merchandise sold annually across more than 130 countries and regions.
And now, she’s building an entirely new relationship…quite literally.
LEGO is announcing a multi-year partnership with Sanrio focused on creating play, fun, and connection.
While we only have a less-than-30-second promotional video showing Kitty and friends floating out of an iconic LEGO Store bag, we can infer that kits will probably feature Cinnamoroll, Kuromi, My Melody, Pompompurin, and hopefully Gudetama.
Lena Dixen, SVP global product groups at the LEGO Group, said in a press release that, “We’re thrilled to reveal this partnership with Sanrio and introduce the Hello Kitty and Friends characters and universe to fans in LEGO play sets for the very first time. 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; we hope to create memorable moments of unforgettable fun.”
Wataru Nakatsuka, senior managing director, Sanrio Co., Ltd., adds, “We’re delighted to partner with the LEGO Group to reimagine our beloved characters through the joy of LEGO play. This collaboration marks an exciting milestone for Sanrio as we continue to create meaningful moments for people around the world, guided by our vision of ‘One World, Connecting Smiles’. We look forward to seeing how this partnership will inspire creativity and bring joy across generations in the years ahead.”
According to this interactive calendar, we can expect more news to come in 2027.
