SEGA Partners with Sanrio

SEGA and Sanrio have joined forces to launch the first Sonic the Hedgehog x Sanrio collection at select Sanrio stores and online at

April 6, 2018

SEGA Partners with Sanrio

Plush range will feature mash-ups of Sonic, Tails, Hello Kitty, Chococat and other characters.


The initial line will include 10-inch plush figures that feature mash-ups of SEGA’s Sonic, Tails, Knuckles and Amy with Sanrio’s Hello Kitty, Badtz-Maru, Chococat and My Melody.

Meanwhile, the second phase of the collection will include plush as well as collectible vinyl figures from Toynami. Further details about the second range will be announced later in 2017.

“SEGA and Sanrio both have a rich history in creating whimsical creative characters that transcend generations along with a loyal, dedicated fan base,” says Anoulay Tsai, licensing director, SEGA of America. “With 2016 marking Sonic's 25th anniversary, we've stepped out of the box by creating innovative collaborations with iconic brands like Hello Kitty to reinforce the relevance, longevity and strength of our beloved blue hedgehog. We hope to surprise and delight our fans through our combined


Additionally, the mobile game “Sonic Dash” will host a four-week, in-game event that will allow players to unlock Sanrio characters and race through Sonic’s world as Hello Kitty, Chococat, Badtz-Maru or My Melody.

“We are honored to celebrate Sonic the Hedgehog’s 25th anniversary and collaborate with SEGA to bring our characters together with Sonic and friends in his fantastic world,” says David Marchi, vice president, brand management and marketing, Sanrio. “We hope both our fanbases will love the product collections and the digital play during the limited-time mobile game event.”

The Sonic the Hedgehog x Sanrio collection will be available beginning Dec. 15.

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