SEGA America and SEGA Europe are introducing a multi-level campaign featuring new games, merchandise, promotions and more for Sonic the Hedgehog.

Following the recent announcement of SEGA’s collaboration with Nintendo for the Sonic the Hedgehog video game franchise, SEGA is looking to expand the classic game character with new products in core categories including toys, apparel, bed and bath, food and beverage and amusement.

Nintendo will debut the first game in the partners, “Sonic Lost World,” for Wii U and Nintendo 3DS later this year.

“2014 is going to be a significant year for the Sonic the Hedgehog franchise that will take our lovable blue hero to new heights. Our partnership with Nintendo creates the backbone of a program that will take its lead from gaming. With that support we can build a campaign for the character that will thrill and surprise fans all across the globe,” says John Cheng, president and chief operating officer, SEGA America.

SEGA is also expanding internationally, starting with Latin America, and is showcasing classic game titles at Licensing Expo this week in Las Vegas including “Golden Axe,” “Altered Beast,” “Streets of Rage” and “Shinobi” along with the 25^th anniversary of the SEGA Genesis gaming console.

With the recent acquisition of Relic Entertainment, SEGA is also seeking licensing opportunities for “Company of Heroes 2,” which will be released June 25.