The new Labubu x Hello Kitty and Sanrio collaboration is one of the biggest crossover moments in collectible character culture right now. It brings together two fan-favorite worlds: the mischievous, expressive charm of Labubu from THE MONSTERS and the instantly recognizable sweetness of Sanrio. For collectors, that combination feels both nostalgic and fresh. For shoppers, it creates one of the strongest “cute collectible” launches of the moment.
According to Forbes, POP MART and Sanrio are releasing two major crossover products: the LABUBU × Sanrio Characters Series – Vinyl Plush Pendant Blind Box and the LABUBU × Hello Kitty Vinyl Plush Doll. Forbes reports that the online launch was set for March 12, 2026, with an in-store rollout in April 2026.
If you are new to Labubu, a good starting point is the main Labubu collection, where you can browse plush keychains, seated styles, pastel variants, and display pieces that already appeal strongly to Sanrio fans. If you are shopping more by styling or character-fashion energy, the Labubu Clothes & Outfits collection is also a strong companion category.
Quick Answer: What Is the New Labubu x Hello Kitty and Sanrio Collaboration?
The short answer is this: yes, the collaboration is real, official, and already publicly reported by major outlets. Forbes says the release includes a blind box pendant series featuring Labubu dressed as Sanrio characters, plus a larger LABUBU × Hello Kitty Vinyl Plush Doll. Hypebeast adds that the blind box lineup includes six standard characters—Hello Kitty, Kuromi, Pompompurin, Cinnamoroll, Pochacco, and My Melody—along with a Secret chase design, and reports a retail price of $39.99 USD per blind box.
That matters because many fans were previously searching phrases like labubu sanrio or hello kitty labubu as an aesthetic idea. Now there is an actual official release behind those searches.
（Photo taken by the author with a mobile phone at a Pop Mart store.）
Why This Collaboration Feels So Big
This release works because it combines two very different but highly compatible forms of character appeal. Sanrio is built on familiarity, comfort, and soft emotional recognition. Labubu is built on expression, surprise, and slightly mischievous personality. When the two meet, the result feels collectible in a way that is more layered than a standard cute plush launch.
Forbes frames the collaboration as a way to blend Sanrio’s values of friendship, joy, and self-expression with Labubu’s more playful identity. The same article also notes that Labubu has become a major business driver for POP MART, underscoring why a Sanrio crossover would be such a high-interest release.
From a collector perspective, this is exactly the kind of crossover that can appeal across multiple audiences at once:
- Labubu collectors,
- Hello Kitty fans,
- Sanrio character collectors,
- bag charm buyers,
- gift shoppers,
- and aesthetic display collectors.
（Photo taken by the author with a mobile phone at a Pop Mart store.）
What’s in the New Labubu x Sanrio Release?
Based on current reporting, there are two headline products in the launch.
1. LABUBU × Sanrio Characters Series – Vinyl Plush Pendant Blind Box
This is the piece most likely to drive social media buzz and collector hunting. Forbes reports that the blind box series features bag charms of Labubu dressed as major Sanrio characters. Hypebeast says the lineup includes Hello Kitty, Kuromi, Pompompurin, Cinnamoroll, Pochacco, and My Melody, plus a Secret variant. Hypebeast also reports that each blind box is priced at $39.99 USD.
（Photo taken by the author with a mobile phone at a Pop Mart store.）
2. LABUBU × Hello Kitty Vinyl Plush Doll
Forbes separately reports a larger LABUBU × Hello Kitty Vinyl Plush Doll priced at $149.99 MSRP. The article describes it as a 15-inch collectible that incorporates Hello Kitty’s recognizable styling, including blue overalls and a red bow, while still fitting into The Monsters design language.
| Product | Reported Details | Why It Matters |
|---|---|---|
| Blind Box Pendant Series | 6 regular characters + 1 secret; $39.99 reported by Hypebeast | Strongest appeal for blind box collectors and bag charm buyers |
| Hello Kitty Vinyl Plush Doll | $149.99 MSRP reported by Forbes; larger display-focused piece | Best fit for collectors who want a centerpiece item |
（Photo taken by the author with a mobile phone at a Pop Mart store.）
Which Characters Are in the Labubu x Sanrio Series?
Hypebeast reports that the standard blind box character lineup includes:
- Hello Kitty
- Kuromi
- Pompompurin
- Cinnamoroll
- Pochacco
- My Melody
The same report says there is also a Secret chase figure in the series. Forbes likewise describes the lineup as including Labubu dressed as six popular Sanrio characters with one extra secret chase pendant.
（Photo taken by the author with a mobile phone at a Pop Mart store.）
Among these, Hello Kitty and Kuromi are likely to attract especially strong attention because they already perform exceptionally well as crossover icons. Kuromi appeals to fans who like slightly edgier cute aesthetics, while Hello Kitty remains the clearest mainstream anchor for the whole collaboration.
Release Date: When Did the Labubu x Hello Kitty and Sanrio Collection Launch?
According to Forbes, the collaboration was scheduled to launch online on March 12, 2026, with in-store availability following in April 2026. Forbes also specifies the online timing as 7:00 PM PST / 10:00 PM EST. Hypebeast likewise reports a March 12, 2026 launch on the POP MART US website and gives the time as 7:00 PM PST.
Because today is Saturday, March 14, 2026, that means the online launch date has already passed, while the in-store release window reported by Forbes is still ahead in April 2026.
Why Sanrio Fans Are So Likely to Love Labubu
Even before this official release, Labubu already had strong crossover potential with Sanrio-style collecting. That is because Labubu performs unusually well in categories that Sanrio fans already love:
- cute bag charms,
- small collectible formats,
- character-led displays,
- pastel and playful styling,
- giftable pieces,
- and emotional expression in design.
If someone loves Sanrio but is just discovering Labubu, they do not always need to start with the official collaboration. They can also begin with cute, softer, or more character-driven Labubu styles from a curated destination like the Labubu collection.
（Photo taken by the author with a mobile phone at a Pop Mart store.）
Best ZoDoll Picks for Shoppers Who Love the Labubu x Sanrio Vibe
If you are inspired by the official Labubu x Hello Kitty and Sanrio drop but want to browse related styles now, the best strategy is to shop by aesthetic. The collaboration is likely to appeal most to collectors who like soft color stories, expressive faces, sweet themes, and strong shelf or bag-charm presence.
Good starting points on ZoDoll include:
- Soymilk for a soft, creamy, cozy look
- Lychee Berry for brighter sweet-pink appeal
- Sesame Bean for a softer neutral plush aesthetic
- Sea Salt Coconut for a pastel blue mood
- Dada for sweeter, more expressive charm
- Zizi for a calmer seated display style
These are not the same as the official Sanrio collaboration, but they fit the same shopper psychology: cute, collectible, and instantly displayable.
If You Love Kuromi or Hello Kitty, What Should You Shop?
（Photo taken by the author with a mobile phone at a Pop Mart store.）
Different Sanrio fans often respond to different Labubu moods. If you love Hello Kitty, you may be more drawn to clean, sweet, iconic looks with softer styling. If you love Kuromi, you may want a little more attitude, costume detail, or character edge.
That is where your Labubu Clothes & Outfits collection becomes especially useful. A reader excited by this new collaboration may naturally want to browse themed clothing directions after reading the article. Outfit-led pages can help bridge the gap between official-news interest and immediate shopping intent.
For example, shoppers who like stronger crossover character styling may respond well to pieces such as:
- Labubu Kuromi Plush Costume – Lavender Purple Gingham Bow Doll Outfit
- Labubu Doll Navy Blue Lolita Dress with Gold Star and Bow
- Labubu Doll JK Uniform Cream Knit Cardigan and Plaid Pleated Skirt Set
That makes this article more than a news update. It becomes a useful entry point into a broader “cute collectible styling” journey.
（Photo taken by the author with a mobile phone at a Pop Mart store.）
Why This Collaboration Is Strong for Collectors, Not Just Casual Fans
This launch is likely to matter beyond simple fandom hype. It combines several factors that collectors care about deeply:
- official licensing,
- recognizable characters,
- blind box chase behavior,
- bag charm usability,
- display appeal,
- and crossover scarcity.
Hypebeast’s report that the blind box line includes a Secret figure is especially relevant here, because secret variants can intensify demand among collectors. Forbes’ reporting on the larger Hello Kitty doll adds another layer by giving display-focused buyers a premium option beyond the smaller pendant format.
Final Thoughts on Labubu x Hello Kitty and Sanrio
The new Labubu x Hello Kitty and Sanrio launch is important because it turns a long-running aesthetic overlap into an official collectible collaboration. According to Forbes, the release includes both a blind box pendant series and a larger Hello Kitty vinyl plush doll, while Hypebeast reports a six-character lineup plus a secret figure and a $39.99 price point for the blind boxes. The online launch date reported by both outlets was March 12, 2026, with stores following in April 2026.
For collectors, this is exactly the kind of crossover that feels hard to ignore: recognizable, adorable, highly displayable, and likely to generate strong chase interest. And for shoppers who love the same vibe, your best next stop is to browse the Labubu collection and the Labubu Clothes & Outfits collection to find pieces that capture that same cute-meets-character energy.
Looking for a better place to start? Visit our Labubu USA shopping guide to explore dolls, keychains, outfits, videos, and helpful buying tips in one place.