LEGO Should Seize the Opportunity to Partner with a Popular Gaming Franchise

For over 30 years, LEGO has firmly established itself in the gaming world. While LEGO doesn’t own any game developers, it has partnered with numerous studios to bring its iconic brand to life across a wide array of genres. With over 150 titles under its belt, LEGO games have ranged from engaging 3D platformers and action-adventures to exciting kart racers and mind-bending puzzle games. Not every title has been a smashing success, but many have left a lasting impression on the childhood memories of gamers worldwide.

Among the most notable LEGO games are those inspired by beloved pop culture franchises like Star Wars and Batman. By contrast, LEGO generally avoids collaborations with mature-rated franchises like Call of Duty or James Bond. Yet, there remains a treasure trove of family-friendly properties that LEGO has yet to explore. Take Hello Kitty, for instance. Despite being a universally adored character, Hello Kitty has never had the honor of being immortalized as a LEGO set or game. However, with Hello Kitty experiencing a gaming renaissance, now would be an opportune moment for LEGO to consider a collaboration.

Hello Kitty entered the gaming scene in the early ’90s, featuring in numerous titles both as a star and guest character. There was even a special edition Hello Kitty Sega Dreamcast in the late ’90s. Unfortunately, the majority of these games were Japan-exclusive, and the few that reached Western audiences didn’t make much of a splash. Titles such as 2005’s Hello Kitty: Roller Rescue and 1999’s Hello Kitty’s Cube Frenzy received lukewarm receptions.

Luckily, Hello Kitty’s gaming fortunes seem to be changing. After a considerable hiatus, the franchise made a triumphant return in 2023 with the release of Hello Kitty Island Adventure, developed by Colorado-based Sunblink. This life simulation game, reminiscent of Animal Crossing but with a Hello Kitty twist, is set on an island populated by Sanrio characters.

Initially launched as an Apple Arcade exclusive, Hello Kitty Island Adventure has since expanded its horizons to other platforms. By January 2025, it was available on Nintendo Switch and PC, and it’s set to debut on PlayStation 4 and 5 later this year. The reception has been positive, with critics awarding it an 80/100 average on OpenCritic. Around the same time, Mojang Studios released a special Hello Kitty and Friends DLC for Minecraft, marking a first-ever collaboration with Sanrio.

With Hello Kitty gaining traction once again, a collaboration with LEGO could be a savvy move. If done right, a LEGO Hello Kitty game, especially one that matches the quality of those crafted by TT Games, could be incredibly popular. The timing seems right, and if backed by an effective marketing push, the game could perform exceptionally well in the market, capturing the hearts of fans from both franchises.