Hello again, dear LEGO friends!

The LEGO Group and Sanrio Co., Ltd. have announced a new multi-year partnership that will bring the world of Hello Kitty and Friends to LEGO for the first time. Fans can look forward to a wide range of new LEGO Sanrio products starting in 2027.

This is a partnership between two companies with long histories in the world of play and fun. The LEGO Group is a Danish family-owned company with a 94-year history of creating play experiences, with the LEGO brick at its core. The company was founded in Billund, Denmark, in 1932 by Ole Kirk Kristiansen, and the name LEGO comes from the Danish words “LEg GOdt”, meaning “Play Well”. Today, the LEGO Group remains headquartered in Billund, is still family-owned, and sells its products in more than 120 countries around the world.

Sanrio is a global lifestyle and entertainment company founded in 1960. It is best known for its beloved characters, including Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin and Gudetama. Since its founding, Sanrio has followed the corporate philosophy of “Minna Nakayoku”, meaning “Getting Along Together”. Today, the company has a presence in more than 130 countries and regions and continues to expand its entertainment activities through consumer products, digital content and immersive experiences.

Hello Kitty herself was introduced in 1974 and has grown into one of the world’s most recognised and beloved characters. According to Sanrio, Hello Kitty appears on approximately 50,000 types of merchandise sold every year in more than 130 countries and regions. Together with many other Sanrio characters, she connects with audiences around the world through storytelling across media, consumer products, digital content and immersive experiences, while remaining a symbol of friendship, kindness and kawaii culture for generations of fans.

The new partnership will introduce Hello Kitty and other fan-favourite Sanrio characters to LEGO play sets for the first time. Both companies say they aim to create new experiences for fans around the world and inspire creativity and joy across generations.

Fans will have to wait a little longer to see the first products, but LEGO has confirmed that new LEGO Sanrio products are coming in 2027.

Happy building everyone!

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Victor Dima

Owner and Founder at victordima.net

Victor Dima is a Blind Gaming Journalist and Accessibility Ambassador, Living in Oslo with his wife Alina. Victor was the first journalist in Romania to receive the PS5 & the PS VR2 from PlayStation. He is also working closely with Xbox Nordic and other game publishers such as Ubisoft, Ea, Bungie, Activision, blizzard, square Enix, Capcom, Rockstar Games, Sega, PlayStation studios, WB Games, Bethesda and many others. With over 12 years of experience covering the Gaming Industry, he started victordima.net in 2013 and since February 2022 all his articles are posted in English in order to reach a more global audience. He is the owner and founder of the highly successful PlayStation Fans Romania Facebook Community, the largest independent source for PlayStation News in Romania, on social media with almost 35.000 followers. Victor is also running theAudiobookBlog.com. You can reach Victor at contact@victordima.net

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