Lego And Sanrio Sign Multi-Year Partnership For Hello Kitty Sets
A multi-year deal rather than a one-off tie-in puts Sanrio's character catalog into Lego's brick format on an ongoing basis, extending Sanrio's push into entertainment licensing beyond its own game publishing plans.
Reporting from 1 source: KAI-YOU.
Lego Group and Sanrio have signed a multi-year partnership to release Lego Sanrio products from 2027 onward, recreating Hello Kitty and other Sanrio characters and their worlds in Lego bricks. Product lineups and which characters besides Hello Kitty will appear have not been announced. Set counts, prices, and release timing are also undecided, to be revealed on a special website.
Lego Group and Sanrio have signed a multi-year partnership covering Lego Sanrio products from 2027 onward. Hello Kitty is the only character named so far. Lego Group Senior Vice President of Product Lena Dixen commented on delivering the worlds of Hello Kitty and other characters as Lego sets, and Sanrio Managing Director Wataru Nakatsuka called expressing Sanrio characters through Lego brick play an important milestone.
Set counts, prices, and specific release timing are not announced. Sanrio says it has developed over 450 characters, and Hello Kitty, born in 1974, has products sold in more than 130 countries and regions. Lego was founded in Denmark in 1932, and its products are sold in more than 120 countries.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.