LEGO Finally Lets You Build Hello Kitty Out of Bricks
After decades of plastic figurines and plush toys, Sanrio's biggest star is getting the brick treatment. LEGO and Sanrio just signed a multi-year deal to put Hello Kitty and friends into actual sets.
LEGO and Sanrio announced a new multi-year partnership this week that brings Hello Kitty and the rest of the Sanrio cast into brick form for the first time, with sets arriving in 2027.
Lena Dixen, LEGO's senior vice president of global product groups, called Hello Kitty a "globally recognized lifestyle icon" whose appeal fits LEGO's creative-play ambitions, while Sanrio senior managing director Wataru Nakatsuka framed the deal as a chance to "reimagine our beloved characters through the joy of LEGO play." Neither executive named specific sets yet, which means the internet has about a year to speculate.
The deal continues LEGO's steady march away from its own IP and into basically every other media franchise's IP, a strategy that is less about running out of ideas and more about recognizing that a decades-old plastic brick company and a seventy-year-old Japanese character empire share the same target demographic: people who want to build something cute and put it on a shelf.
Source: LEGO Group
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
