LEGO Hello Kitty is official: LEGO Sanrio sets of Hello Kitty and Friends are coming in 2027
LEGO and Sanrio signed a multi-year partnership and the first sets land in 2027. Five characters in the teaser, a clue calendar on LEGO.com and not a single set revealed yet.
Image: The LEGO Group · Sanrio
What LEGO and Sanrio announced
LEGO Hello Kitty is no longer forum gossip. The LEGO Group and Sanrio made it official together, from Billund and from Tokyo.
And this isn't one lonely set or a gift-with-purchase polybag. What they signed is a partnership that runs for several years, bringing the whole Hello Kitty and Friends universe to bricks under its own theme, simply called LEGO Sanrio. Products? 2027. Which ones? That part they're keeping quiet.
| Announcement detail | What the official press release says |
|---|---|
| Type of deal | Multi-year partnership, LEGO Group × Sanrio Co., Ltd. |
| Announced from | Billund (Denmark) and Tokyo (Japan) |
| First products | Starting in 2027, no month |
| Format | A wide range of LEGO Sanrio products and play sets, no further detail |
| Spokespeople | Lena Dixen (LEGO Group) and Wataru Nakatsuka (Sanrio) |
| Released material | Press release, joint logo and a 22-second animated video |
According to the press release, Hello Kitty was born in 1974 and shows up on around 50,000 types of products a year in more than 130 countries and regions.
With numbers like that, the weird part is that LEGO took this long. Because yes, this is a first: there has never been a LEGO Sanrio set until now, and the FAQ on the official page says it straight out.
The characters in the LEGO Hello Kitty teaser
Hello Kitty opens the video, obviously. Right behind her, Kuromi and My Melody hang from a bunch of balloons, floating up out of a yellow LEGO shopping bag. Then Pompompurin and Cinnamoroll rise on a balloon swing. That's the whole teaser. Not much? For a first announcement, I'll take it.
| Character | How they appear in the official video | Set confirmed? |
|---|---|---|
| 🎀 Hello Kitty | Front and center, holding the balloons | Not confirmed |
| 💀 Kuromi | Hanging on next to Hello Kitty | Not confirmed |
| 🐰 My Melody | Last of the balloon trio | Not confirmed |
| 🍮 Pompompurin | On the balloon swing | Not confirmed |
| ☁️ Cinnamoroll | Sitting in front of Pompompurin | Not confirmed |
Showing up in a 22-second video doesn't mean getting a set. And nobody has confirmed minifigures: these could be brick-built characters, minifigs, or both. Some sites already list Charmmy Kitty or Bonbonribbon, but neither appears in the official material.
The October clue calendar on LEGO.com
The LEGO Sanrio page on LEGO.com promises one clue a month until launch. October's comes as a calendar with four icons marked on it, and that's exactly what has half the internet guessing.
| Date | Calendar icon | Press reading (not official) |
|---|---|---|
| Oct 14 | 🍮 Pudding | Points to Pompompurin |
| Oct 16 | ⚽ Ball | Unassigned; Pochacco is a guess |
| Oct 21 | 🍎 Apples | Hello Kitty, who is «five apples tall» |
| Oct 31 | 💀 Kuromi | Kuromi, on Halloween |
The calendar is drawn with JavaScript on the official site; the four dates come from the screenshot published by Jay's Brick Blog, and the reading of each icon is theirs too. Clues, not sets.
Kuromi getting Halloween is a lovely touch. The ball, though? No clue, honestly. Take it with a grain of salt until LEGO shows it.
🧱 LEGO Sanrio · Source check
Confirmed vs. rumor
What The LEGO Group and Sanrio have confirmed versus what's floating around without an official source. False claims are crossed out; anything unconfirmed is in amber.
- Multi-year LEGO Group × Sanrio partnership, announced on Oct 6, 2026.
- First products in 2027, on LEGO.com US and UK too.
- The first ever LEGO theme with Sanrio.
- In the teaser: Hello Kitty, Kuromi, My Melody, Pompompurin and Cinnamoroll.
- Its own page on LEGO.com, with one clue a month.
- False:
«They're LEGO Friends sets»: the theme is LEGO Sanrio; Hello Kitty and Friends is the name of Sanrio's universe. - Unconfirmed: A January 2027 release: rumor reported by StoneWars.
- Unconfirmed: Minifigures: nobody has confirmed them.
- Unconfirmed: Charmmy Kitty, Bonbonribbon or Pochacco: not in the official material.
- Unconfirmed: That each October clue reveals a specific set.
What we still don't know about the LEGO Sanrio sets
No set numbers · no names · no price in dollars or pounds · no piece count or age rating · no month in 2027 · no Amazon listing. LEGO.com US says «Coming Soon» and «The adventure starts in 2027»; LEGO.com UK also says 2027.
LEGO Sanrio is happening, that much is clear. What nobody knows is who it's for. Kid play sets with little houses? Something for adults, a proper shelf display? BrickHeadz? Any of the three would fit, and each one changes the price and the audience completely.
I haven't found a separate statement from Sanrio on its own site yet either. As soon as LEGO shows the first set, you'll get it here with its number and its US price.
Hello Kitty and Friends collectibles you can get before 2027
Miniverse already did its own Hello Kitty and Friends line, and I opened my first Series 4 ball on camera: it's all in my Miniverse Hello Kitty Series 4 unboxing (in Spanish). If you're into clicky keys instead, there's Clickeez Hello Kitty and Friends (in Spanish), with its Golden Hello Kitty chase.
Want more LEGO news while you wait? I'm tracking every 2027 announcement in the Vi MiniToys LEGO section (in Spanish).
My take: why LEGO Sanrio could be huge
I'll be honest: I'd been seeing LEGO Hello Kitty rumors for months and didn't buy them. It felt too obvious not to have happened already. Well, it happened.
And I love it, with a couple of buts. The best part is that this is a long deal, not one set and goodbye; that smells like a line with several waves. What bugs me is that we don't even know the format. If LEGO goes only for kid play sets, a lot of adult Sanrio collectors will be left watching from the side. If it drops Kuromi or My Melody minifigs… some people are going to lose it. Me first.
My bet, and it's only a bet: Kuromi is going to sell like crazy. We'll see.
Quick questions
When do the LEGO Hello Kitty sets come out?
LEGO and Sanrio only say the first products arrive in 2027, with no month. LEGO.com US and UK say the same. The January date going around fan sites is an unconfirmed rumor.
Which Sanrio characters are in the announcement?
The official video shows Hello Kitty, Kuromi, My Melody, Pompompurin and Cinnamoroll. Being in the teaser doesn't guarantee each one gets its own set.
Has there ever been a LEGO Sanrio set before?
No. The FAQ on LEGO.com says it clearly: LEGO Sanrio is the first LEGO theme with Sanrio characters.
How much will the LEGO Sanrio sets cost?
There are no prices in dollars or pounds yet. LEGO hasn't revealed set numbers, names, piece counts or ages. I'll update this article as soon as there's official data.
Is LEGO Sanrio related to LEGO Friends?
No. Hello Kitty and Friends is the name of Sanrio's character universe. LEGO Friends is a different LEGO line that isn't part of this announcement.