Fans of Sanrio and the popular Labubu collectibles can finally mark their calendars. Pop Mart officially announced it is releasing a full collaboration collection with Hello Kitty and other Sanrio characters this week. The new line includes vinyl plush blind boxes and a special edition Hello Kitty doll, with online sales starting Thursday, March 12, at 10 p.m. ET .
The Collaboration Brings Two Fan-Favorite Worlds Together
The partnership brings together Pop Mart’s mischievous Labubu character, designed by artist Kasing Lung, with the timeless appeal of Sanrio’s Hello Kitty and friends . Labubu, part of The Monsters series, is known for its long ears, playful fangs, and expressive face. This collection transforms Labubu into beloved Sanrio characters, blending the distinct aesthetic of both brands .
Sanrio, the Japanese company behind Hello Kitty since 1974, has a long history of collaborations that keep its characters fresh for new generations . This crossover with Labubu taps into the current global craze for designer toys and blind box collecting .
Details of the Blind Box Series
The core of the launch is the Labubu x Sanrio Characters Series Vinyl Plush Pendant Blind Boxes . Each blind box contains a plush pendant of Labubu dressed as a different Sanrio star. The series features six regular characters and one secret chase figure .
Collectors can find Labubu transformed into:
- Hello Kitty with her classic pink bow and polka dot dress .
- My Melody sporting her signature pink hood .
- Kuromi in her purple jester-like hat with skull motifs .
- Cinnamoroll featuring floppy ears and a denim outfit .
- Pompompurin with his trademark beret .
- Pochacco in sporty black-and-white styling .
The special secret pendant is designed as a Labubu wearing Hello Kitty’s iconic red bow and blue overalls, mimicking the look of the standalone doll . Each blind box pendant is priced at $39.99 to $40 in the US market .
The Special Hello Kitty Vinyl Plush Doll
In addition to the blind boxes, Pop Mart is releasing a larger, standalone item: the Labubu x Hello Kitty Vinyl Plush Doll . This collectible features Labubu dressed in red and blue overalls directly inspired by Hello Kitty’s classic style .
The doll comes with accessories, including an embroidered sleep mask and a small pillow shaped like Hello Kitty that Labubu holds . Pop Mart describes this special doll as part of THE MONSTERS’ 10th-anniversary celebration . It is priced at $149.99 to $150 .
Official Statements from Pop Mart and Sanrio
Executives from both companies shared their excitement about the partnership. Emily Brough, Head of Licensing for POP MART Americas, stated that bringing together two brands with strong global audiences highlights the company’s dedication to collectible design. She noted that both Labubu and Sanrio have passionate fanbases, and this partnership blends Sanrio’s timeless appeal with Labubu’s playful mischief .
Jill Koch, Senior Vice President of Brand at Sanrio, Inc., also commented on the crossover. She explained that Sanrio characters are rooted in friendship, joy, and self-expression. Welcoming Labubu into the Sanrio universe allows them to bring that spirit to life through a new creative lens, offering fans a collectible experience that feels both familiar and unexpected.
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Where and When to Buy
The collection will be available first online. Shoppers can purchase the items starting Thursday, March 12, at 10 p.m. Eastern Time exclusively on the official Pop Mart website . For those who prefer to see items in person, Pop Mart has confirmed that the Hello Kitty Labubu collection will arrive at its physical stores across the United States starting in April .
Release timing may vary by region. Reports indicate the collection launches in Greater China on March 12 as well, with other markets like Europe, the Asia-Pacific region, and the Americas following based on local stock arrival .
Given the explosive popularity of Labubu over the past year and the massive global fanbase of Hello Kitty, this collection is expected to sell out quickly . Collectors should prepare for the online launch and follow local Pop Mart social media accounts for specific updates in their area .
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