LEGO Sanrio – LEGO has officially announced a global partnership with Sanrio, bringing Hello Kitty and her friends to the brick-building world starting in 2027.
The iconic yellow LEGO paper bag is about to get a lot more colorful. On October 6, 2026, the company officially confirmed a long-awaited partnership with Sanrio, signaling that Hello Kitty and her cast of characters will join the brick universe in 2027.
In a brief teaser video released to mark the announcement. fan-favorite characters Hello Kitty. Kuromi. My Melody. Pompompurin. and Cinnamoroll drift out from the brand’s signature packaging. While specific set details remain under wraps. the company has launched a dedicated Sanrio theme page that maps out a series of upcoming teasers throughout October.
The calendar offers a glimpse into what collectors might expect. Clues include a pudding icon scheduled for October 14. hinting at a Pompompurin reveal; a football on October 16. likely pointing toward Pochaco; and a set of apples on October 21—a nod to the classic measurement of Hello Kitty’s height. The countdown concludes on Halloween with a spotlight on Kuromi.
This rollout follows a clear pattern of engagement designed to build momentum well ahead of the official 2027 product launch. Fans are already looking beyond the initial roster, expressing hope for minifigure versions of characters like Keroppi and Tuxedo Sam as the collaboration takes shape.
LEGO Sanrio Hello Kitty 2027 toy news building sets Kuromi Pompompurin