Pop Mart, the brand behind the Labubu craze, has announced a new partnership with globally recognized brand Sanrio, the company behind Hello Kitty, Cinnamoroll and more.
As part of the collaboration, the two companies will release themed Labubu dolls inspired by Sanrio characters, including Hello Kitty herself. The Sanrio character collection will arrive as a series of blind-box vinyl pendants in the Labubu style, while Hello Kitty will receive her own standalone vinyl plush doll.
“By bringing together two brands with strong global audiences, this collaboration underscores POPMART’s commitment to artist-forward, collectible design,” said Head of Licensing of POPMART Americas Emily Brough. “Both LABUBU and Sanrio have passionate fanbases, and this partnership engages collectors and fans alike, blending timeless Sanrio appeal with the playful mischief that has made LABUBU a global icon.”
Getting back to the pendant blind box release, it will feature six pendants with adorable characters, plus a secret pendant. Each pendant will aim to capture the majesty of Sanrio characters such as Hello Kitty, My Melody, Kuromi, Pochacco, and more. The sets will be priced at an MSRP of $39.99 a piece.
“Our beloved Sanrio characters have always been rooted in friendship, joy, and self-expression -values that have resonated across generations and cultures, ”said SVP of Brand at Sanrio, Inc., Jill Koch. “Welcoming LABUBU into the Sanrio universe allows us to bring that spirit to life through a new creative lens. This collaboration blends nostalgia with discovery, giving fans a collectible experience that feels both familiar and delightfully unexpected.”
What everyone is excited about is the Hello Kitty LABUBU, which is meant to continue THE MONSTERS’ 10th-anniversary celebration. Priced at an MSRP of $149.99, the collaboration will feature Hello Kitty-inspired overalls with red and blue accents lining them, along with an embroidered sleep mask, a pillow accessory, and a two-piece outfit design. The press release says that this crossover is celebrating friendship, individuality, and everyday joy for fans and collectors.
These offers will be released in the U.S. on March 12th at 10 pm ET on POPMART.com, while nationwide stores will be getting them in April.
