To support the multi-platform launch of Sonic the Hedgehog's new iteration, Sonic Boom, SEGA of America has lined up a robust group of merchandising and promotional partners for toys, apparel, food and beverage.

The Sonic Boom licensing program will be one of the biggest licensing initiatives SEGA has undertaken in recent years with best-in-class retailers–including Walmart, Target, Toys 'R' Us, J.C. Penney, Kohl’s and Barnes & Noble–featuring product from Archie Comics, Bioworld, Fifth Sun, Bakery Crafts, Isaac Morris, Bulls I To, Accessory Innovations, Franco, Rubie's, Howard Keys, teNeues and World Tech Toys.

The program will be anchored by new master toy partner Tomy, whose line will showcase the new character looks, stressing interaction between core characters, and feature new play patterns based on both the video games and TV series. Click here to read more about the Tomy line, which launched at Toys 'R' Us at the end of October.

Sonic and his iconic shade of blue will also be making their way into a special Sonic Boom-branded version of the Blue Raspberry Icee. The promotional flavor will be available across the U.S. and will feature a custom 24-ounce cup, along with the opportunity to win prizes and unlock bonus game content from the Wii U game "Sonic Boom: Rise of Lyric."

Sonic and his friends are also partnering with Del Taco for a multi-platform campaign with in-restaurant, social media and radio promotional components in top U.S. markets such as New York, Los Angeles, Chicago, San Francisco, Dallas and Miami.

“The evolution of Sonic Boom is set to take off at lightning speed, and we are racing toward new and innovative ways to bring this new branch of the beloved hedgehog to life,” says John Cheng, president and chief operating officer, SEGA of America. “Sonic the Hedgehog has more than 20 years of history to his name, and we have lined up partners and merchandisers to create a program that will tie every facet of Sonic’s world together.”

"Sonic Boom: Rise of Lyric" for Wii U and "Sonic Boom: Shattered Crystal" for Nintendo 3DS will be released in North America Nov. 11.