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WildBrain CPLG and SEGA go full speed with Sonic Prime licensing

WildBrain CPLG and SEGA are clocking up the global licensing partnerships for Netflix series, Sonic Prime – continuing to build on the fandom of the Sonic the Hedgehog franchise.

Co-produced by SEGA and WildBrain, the CG animation premiered worldwide on Netflix in December 2022.

It raced to the number one in kids’ content worldwide on the platform and secured a spot in the Global Top 10 TV (English) across 66 territories, with over 54 million hours viewed in the first 10 days.

More episodes are due to be released on Netflix on 13 July.

New licensees for Sonic Prime signed by WildBrain CPLG include a homewares deal with Aymax for bedding, towels, cushions and blankets for Belgium, France, Germany, Luxembourg, the Netherlands, Portugal and Spain.

In the UK and Eire, Bioworld International will be launching Sonic Prime-themed apparel and accessories – ranging from hoodies, loungewear, and sleep sets, to keyrings, badges, socks, hairbands and jackets. In Turkey, Fen is signed on to bring Sonic and friends outdoors with products including outdoor play-sets, bicycles, swings and activity tables.

Partnerships have also been signed with Diramix for sticker albums, sticker packs, 3D stretchable and 3D toppers in Italy, San Marino, Vatican City and Canton Ticino; and Artesania Cerdà for a deal including backpacks, activity books, stationery, pencil cases and more in Andorra, Portugal, Spain and the UK.

Additionally, in France, La Plume Dorée is on board for stationery and accessories including agendas, pencil jars, luggage and more.

Further new licensees include Ravensburger for a creative set of Sonic Prime toys and games including 2D/3D puzzles and arts and crafts sets in EMEA, alongside Play by Play for plush figures in Spain, Portugal, Andorra, Italy and Greece.

The new licensees join existing partners PMI and Jakks Pacific.

“Sonic Prime is an incredible example of what can happen when strong partners come together to supercharge a beloved, known IP with amazing new content,” commented Maarten Weck, evp and md at WildBrain CPLG. “Sonic the Hedgehog has a massive and very passionate fanbase around the world, devoted to the ‘blue blur’. It has been fantastic to watch the licensing programme for Sonic Prime really take off in markets across the globe.

“Together with SEGA, with whom we already have a long-standing partnership on the classic Sonic the Hedgehog brand, we are committed to delivering many more new and creative ways for fans to engage with Sonic on and off screen. With more episodes of Sonic Prime coming this July to Netflix, we know this adventure has only just begun.”

Ivo Gerscovich, chief business and brand officer at SEGA of America, continued: “Sonic has always personified traits like collaboration and hard work, which is why the Sonic Team continues to bring the brand into new avenues like our longstanding partnership with WildBrain.

“With the success of Sonic Prime, the Sonic community continues to amaze us with their love and dedication, and we want to give back by creating exceptional merchandise to celebrate both Sonic and our fans.”

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