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SEGA Europe unveils raft of partners to support Sonic’s 30th

“This is a momentous year for Sonic the Hedgehog and his fans, and we are incredibly proud to be partnering with so many leaders in their field across such a diverse range of product categories.”

SEGA Europe has revealed a strong line-up of new deals for Sonic the Hedgehog.

The partners – which span a wide range of categories – will be helping to celebrate the classic character’s 30th anniversary. This activity is further underpinned by plans for Sonic the Hedgehog 2, plus the new Netflix series, Sonic Prime, both slated for 2022.

“This is a momentous year for Sonic the Hedgehog and his fans, and we are incredibly proud to be partnering with so many leaders in their field across such a diverse range of product categories,” commented Jason Rice, director of brand licensing at SEGA of Europe. “Our partners list will continue to grow throughout the year so look out for more exciting announcements in the near future.”

Within toys and collectables, the company has recently teamed up with Wow Stuff on its Wow Pods range, which will feature light-up characters from the Sonic universe, housed in interconnecting display cases.

A new deal has also been secured with HoloToyz, which will be launching a range of stickers, decals and temporary tattoos embedded with augmented reality technology which can be brought to life via its free HoloToyz app.

Long-standing partner First4Figures will also be launching a new limited edition 30th anniversary resin statue.

Meanwhile several deals have been inked with leading players across home, textiles and personal care including Character World for bedding; Groovy UK for bath robes, towels and washbags; and Stor for tableware; while Corsair will market a new range of kids’ toiletries including wash mitts and bath fizzers.

In the gifting and greetings cards space, SEGA Europe continues to add new Sonic partnerships to support an already flourishing business. Fizz Creations is preparing gift sets, drinkware, electrical accessories, games and puzzles and Christmas decorations, while Moonpig has already launched a successful series of personalised greetings cards.

The Sonic licensing programme is also expanding into food and beverage, with Finsbury Foods set to launch branded celebration cakes into major grocers later this year, and G FUEL’s Sonic branded energy drink, already a hit in the US, will be arriving to UK shores soon.

In the world of contemporary art and pop culture, SEGA Europe is partnering with Moor Art Gallery for a series of exclusive screen-printed poster art and 30th anniversary commemorative enamel PINS, all slated to launch later this year.

Finally, the ‘Blue Blur’s’ existing fashion and lifestyle business is set to grow and expand with a series of new collaborations including high-end fashion designer, Marc Jacques Burton. He is set to market a limited 30th anniversary capsule collection including jackets, hoodies, tees and accessories to be distributed online and through select luxury fashion outlets worldwide.

Elsewhere, Global Brands Group is developing an exclusive new kids’ apparel range for Skechers, to launch throughout Europe in the near future.

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