Iconic SEGA character marks milestone with extended licensing program.

Following on the success of the TV series “Sonic Boom,” SEGA has brought in a multitude of new merchandising and promotional partners  in anticipation of the 25th anniversary of its “Sonic the Hedgehog” franchise.

The licensing program will be led by master toy partner Tomy, alongside more than 100 other worldwide licensing partners across a range of categories.

New additions will further support the classic “Sonic the Hedgehog” brand as well as “Sonic Boom,” and set the foundation for the brand's 25th anniversary this year.

New partners include Accutime Watch (watches), Bentex Group (children and junior's swimwear), Card.com (pre-paid and bank credit cards), Concept One Accessories (headwear and cold weather accessories), H2W/Sunstache (novelty eyewear), Komar Brands (children’s sleepwear), LoungeFly (buttons and stickers), Rubber Road (holiday sweaters, socks, keychains), Signorelli (women and juniors apparel), Toy Factory (entertainment/amusement plush) and Vandor (novelty drinkware).

“There is no denying the power of 'Sonic the Hedgehog' across the globe or the momentum of the brand at retail thanks to an amazingly successful evergreen character, the mobile games program, animated series and current gaming trends,” says Rene Flores, director of licensing, SEGA of America. “Our updated portfolio of partners will set the stage to showcase all that we have in store for the 25th anniversary, as we look forward to engaging with more partners and continuing to build the Sonic brand in this milestone year.”