SEGA: Blue Blur and Beyond

Ivo Gerscovich, chief business and brand officer, Sonic the Hedgehog, SEGA, talks about SEGA’s latest and greatest – and there’s a lot of greatness to look forward to.

McKenna Morgan, Content Editor

May 1, 2024

5 Min Read
Sonic the Hedgehog waffle maker.
Sonic the Hedgehog waffle maker.SEGA

At a Glance

  • SEGA celebrates 65 years.
  • Product lines for “Sonic the Hedgehog 3.”
  • What's next for ATLUS.

Next year marks 65 years for SEGA, and 2026 marks 35 years for “Sonic the Hedgehog.” Considering how enduringly popular SEGA and its properties remain, it’s hard to believe that so much time has passed since the company’s inception. As SEGA marches toward these milestones, License Global chats with Ivo Gerscovich, chief business and brand officer, Sonic the Hedgehog, SEGA, about what’s coming up for SEGA, Sonic and more.

“In 2025, SEGA will celebrate its 65th anniversary, which is a tremendous honor and achievement,” says Gerscovich. “It’s incredible to look back and see how SEGA has grown and evolved over the decades from a games company to one of the world’s longest-running, leading entertainment brands. We’ll be celebrating in style. We also have a fun tradition of celebrating the individual anniversaries of our beloved brands like Sonic the Hedgehog, who will celebrate his 35th in 2026.” 

Speaking of coming soon, Paramount Pictures’ third Sonic film, “Sonic the Hedgehog 3” is releasing Dec. 20 in the U.S., and Gerscovich says there’s a lot to look forward to with both the film and its product line. 


“Sonic fans have much to look forward to in ‘Sonic the Hedgehog 3,’” says Gerscovich. “We have an incredible lineup of merchandise to support the release of ‘Sonic the Hedgehog 3’ that will feature characters, settings and vehicles from the film so that fans can bring the film’s magic home.” Products include action figures and playsets from Jakks Pacific; novelty plush from Build-A-Bear; apparel for kids, teens and adults from Bioworld, BWI, Cooneen & Misirli, Bentex and Komar; bedding and home gear from Franco and Accessory Innovations; and a publishing program from IDW, Penguin and Trends International. The Sonic film isn’t the only new property coming for Blue Blur.

“‘Sonic the Hedgehog 3’ merchandise will cover more categories for a Sonic film than ever,” continues Gerscovich. “We have many fun experiences in store for Sonic fans this year. In addition to Paramount Pictures’ ‘Sonic the Hedgehog 3’ there is also the ‘Knuckles’ television series for Paramount+. On the games side, ‘Sonic X Shadow Generations’ will be heading to currentgen platforms this fall before the film. So much will soon be announced, including teaming up with IDW to create a robust slate of new comics, taking Sonic and friends on various fun new adventures. We can’t wait to see how fans connect to these new stories and celebrate this massive year with fans.” 

This year and next will be big for the Blue Blur, and Gerscovich and his team are excited about what’s coming for Sonic. 


“We’re always keeping our eye on the future to bring Sonic fans innovative new ways to experience the beloved franchise. While we’re not quite ready to share any concrete details for 2025, we can say that the Blue Blur is not slowing down. We have a lot of new content coming in 2024. We want to continue building on our licensing success by surprising fans with innovative experiences across several mediums. We welcome new opportunities, and the plan is to continue to bring Sonic into many verticals, so fans must stay tuned to find out what we have planned for these upcoming properties.” 

SEGA is developing other video game titles in addition to its iconic Sonic property. Gerscovich talks about the new licensing opportunities these properties will provide.

 “We’ve got a lot of great content coming to fans over the next few years,” says Gerscovich. “We’re bringing back some incredible fan-favorite brands, which we announced most recently at the Video Games Awards show. Titles like ‘Jet Set,’ ‘Shinobi,’ ‘Golden Axe,’ ‘Streets of Rage’ and ‘Crazy Taxi’ are games old and new fans will love.” 

In addition, SEGA’s sister company, ATLUS, known for its “Persona” property, is gearing up for some releases. 


“Earlier this year, ATLUS released ‘Persona 3 Reload,’ rebuilt from the ground up with cutting-edge graphics and gameplay and setting a new gold standard for roleplaying games,” says Gerscovich. “‘Persona 3 Reload’ became the fastest-selling game in ATLUS’ history with more than one million copies sold in its first week. Later this year, ATLUS will be releasing ‘Metaphor: ReFantazio,’ a brand-new IP from the creators of ‘Persona’ that will deliver on the brand promise that ATLUS is known for: to deliver unforgettable, storydriven experiences to their consumers through their games and consumer products.” 

With so many properties constantly released and refreshed, SEGA is at the forefront of the licensed consumer products industry. Sonic is one of the top licensed properties in the world, and Gerscovich credits authentic product production, great partners and a dedicated fanbase as the main drivers for the company’s success.


“Our strategy has always been to create products that are an authentic and fun extension of the brand,” continues Gerscovich. “We know that great content drives great consumer products. By building upon the existing storylines of the Sonic universe and staying true to Sonic’s signature characteristics, we’re able to bring the character to a variety of new mediums and have him remain recognizable while also developing fresh experiences. We work hard to ensure that our licensing partners create high-quality products that accurately reflect the brand’s upcoming slate of experiences. We credit our success to our dedicated fanbase, licensees and retail partners, who’ve always acted as a compass for us regarding what resonates with them. Their enthusiasm is one of the reasons why Sonic the Hedgehog has continued to see prolonged success over the years.”

Though Gerscovich can’t reveal much yet, fans have much to be excited about what’s to come from SEGA.

“We have a lot coming in the pipeline and are excited to share the news with our fans soon,” says Gerscovic.

This story was taken from the May 2024 issue of License Global. Read the full issue here.

About the Author(s)

McKenna Morgan

Content Editor, License Global

McKenna Morgan is Content Editor for License Global. Based in the Santa Monica office, McKenna specializes in coverage involving non-profits, beauty and cosmetics, health and wellness, new and social media and entertainment licensing.

When McKenna isn’t covering the latest licensing news, she spends her time attending live music shows and finding her next travel destination.

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