Labubu x Sanrio crossover debuts blind-box plush pendants, premium Hello Kitty doll

Pop Mart and Sanrio have teamed up for a Labubu x Sanrio crossover to mark THE MONSTERS franchise 10th anniversary, launching a blind-box vinyl plush pendant line and a premium Hello Kitty vinyl plush doll. The vinyl plush pendant blind boxes are listed at $39.99, the Hello Kitty vinyl plush doll is priced at $149.99, and Pop Mart schedules the U.S. online drop for March 12 at 10 PM ET on POPMART.com with a nationwide in-store rollout beginning in April.

The Labubu x Sanrio Characters Series, described in Pop Mart materials as imagining “LABUBU joining the Sanrio universe,” comprises six standard pendant designs plus one secret variant. Sources name Hello Kitty, My Melody, Kuromi, Pochacco, Cinnamoroll, and Pompompurin among the character styles; press images credited to Pop Mart show My Melody Labubu, Cinnamoroll Labubu, and Pompompurin Labubu. ComicBook frames the experience bluntly as “part collectible hobby, part lottery ticket… and it’s wildly addictive,” and predicts “this drop is going to be gone fast.”

Pop Mart announced the partnership after the franchise’s 10th anniversary celebration, with the collaboration publicly revealed on March 6. Emily Brough, Head of Licensing at POP MART Americas, positioned the release as a collector-forward move: “By bringing together two brands with strong global audiences, this collaboration underscores POP MART’s commitment to artist-forward, collectible design,” she said, adding that “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.”

The premium Labubu x Hello Kitty Vinyl Plush Doll is pitched as a display-worthy collectible at $149.99. Descriptions across outlets emphasize Hello Kitty-inspired red and blue overalls, a two-piece outfit, an embroidered sleep mask that resembles Hello Kitty’s face with her little red bow, and a Hello Kitty pillow accessory. People reported that the vinyl plush doll is already available at the time of their coverage, while Complex, ComicBook, and Hercampus list the doll as part of the March 12 online launch; Pop Mart’s Instagram points followers to store availability via its linkinbio.

Pricing reconciliation favors the $39.99 blind-box figure listed across People, Complex, ComicBook, and Hercampus, though one outlier source listed $3 for the pendant blind box. Pop Mart and Sanrio have worked together before on collectible runs, including SKULLPANDA × Sanrio blister pack plush pendants and MEGA SPACE MOLLY 400% Hello Kitty and Friends editions, and LABUBU remains a major pull for collectors with past releases selling out quickly.

Sanrio framed the collaboration as a storytelling expansion, saying “By introducing new friends into the Sanrio universe, we’re creating space for new stories, new connections, and new best friends for the next generation of fans while continuing to honor the character who started it all,” and promising “some supercute ones in store for 2026.” For collectors, the combination of a $39.99 blind-box chase and a $149.99 display doll continues the pattern of artist-led collectibles that drive Pop Mart’s secondary market attention and in-store frenzy.