Licensor reveals host of new partners for gaming brand.
As it gears up for Brand Licensing Europe in October, SEGA Europe has revealed a host of new licensing partners for the Sonic the Hedgehog brand.
An busy year for the ‘Blue Blur’ is already underway with the release of the retro-inspired Sonic Mania Plus on July 17, plus the upcoming multiplayer racing game, Team Sonic Racing, providing a backdrop for new licensees.
A new animated short series, Sonic Mania Adventures, was also announced at SXSW. The five-part mini-series is connected by a single unifying story, which will unfold as each part is watched. Since its launch in March, the mini-series has amassed over 10 million views across YouTube, Twitter and Facebook.
Specialist retailer Gamestop has signed a deal with SEGA Europe to include Sonic and retro SEGA IPs in its collectable figurine range, Totaku. First to launch is Sonic, followed by Tails and Knuckles later in the year.
Sticking with the figurine theme, new partner EXG has introduced a Sonic the Hedgehog Cable Guy into its line-up, offering fans a free-standing, Sonic themed solution to storing and charging a range of personal electronics devices and gaming controllers.
The recent collaboration with PUMA has been a success, with the limited edition RS-O Sonic and Eggman trainers selling out in a matter of days, according to the company. The more widely available second tier versions are sold exclusively at Footlocker Europe stores.
Adding to the nostalgia, SEGA is working with Character Options to include Sonic in its stretch programme. Sonic now sits alongside the classic 80’s toy Stretch Armstrong in retailers such as Argos, Smyths and Amazon.
Finally, capitalising on the trend for customisation, SEGA Europe has recently launched SEGAByMe.com, where consumers can personalise a range of retro console and Sonic merchandise.
“The brand licensing team at SEGA Europe continue to find innovative and aspirational licensees to entrust the sacred Sonic brand to,” said Jason Rice, director of brand licensing at SEGA Europe. “We are delighted at the continued success of the IP, its expansion into new product categories, new channels of distribution, while at the time achieving increased placement with key retailers.”
Jason continued: “Deals with the likes of PUMA, GameStop, EXG, Character Options and SEGAByMe.com all bring something unique to the Sonic licensing programme, complementing our equally awesome line-up of Sonic games.”
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