General Mills, SEGA Team Up for Sonic’s Birthday

Special-edition line of cereal and fruit snacks will feature the Blue Blur.

March 30, 2022

General Mills

General Mills and SEGA of America have teamed up to celebrate “Sonic the Hedgehog” and the release of his new film on April 8, “Sonic the Hedgehog 2,” with a special-edition line of cereal and fruit snacks.

Fans can collect gold rings just like the Blue Blur with a new honey-flavored, ring-shaped cereal, complete with Chaos Emerald and Spin Dash marshmallows, as well as a fun back-of-the-box activity.

The partnership also includes new “Sonic the Hedgehog” fruit snacks, which come in a variety of shapes and flavors.

“Our goal is to create holistic brand experiences for our consumers, and we’re so excited to be able to join SEGA to extend the ways that families can engage with the beloved ‘Sonic the Hedgehog’ this spring,” says Katie Wong, head, ideas and partnerships, General Mills. “By bringing Sonic into the cereal and fruit snacks aisles, we’re able to bring together favorites of both kids and parents, alike.”  

“General Mills is one of the foremost brands in the food industry – especially

when it comes to youth-focused products, so we’re thrilled to partner up with them,” says Michael Cisneros, senior manager, licensing, SEGA of America. “This partnership is a really fun and creative way to integrate some iconic aspects of the ‘Sonic’ games into a whole new product line, and we’re excited to introduce it to ‘Sonic’ fans.”