‘Sonic the Hedgehog’ Speeds into New Partnerships

Sega of America has announced and curated a collection of “Sonic”-branded products inspired by the upcoming “Sonic the Hedgehog” film.

Merchandise including toys, collectibles, apparel, publishing and more will celebrate Sonic’s big-screen debut.

“We’re thrilled to commemorate this momentous event in Sonic’s history by releasing a special line of merchandise tied to the ‘Sonic the Hedgehog’ film,” says Ivo Gerscovich, chief brand officer, Sonic the Hedgehog and senior vice president, Sega of America. “We partnered with some of the top licensees in the industry to ensure we deliver quality products and can’t wait for our enthusiastic fans to bring the magic of the film back home with them to enjoy for many years to come.”

Companies involved in the “Sonic the Hedgehog” licensing deal include Jakks Pacific, Build-a-Bear, Penguin, Bioworld, Cooneen, Diamond Select and more.

In addition to these partnerships, Sega has recently teamed with fast food chain Arby’s for a limited-time promotion featuring “Sonic the Hedgehog” collectible toys.

Along with the toy partnership, Sega is also offering an in-app promotion for the mobile game “Sonic Dash.” Users can download or update the app during the promotional window to automatically receive 50 red star rings to unlock characters and items.

The Sonic character debuted in 1991 with the launch of the original game on the Sega Genesis console. Since its debut, the character has gone on to appear in TV series, video game sequels and an upcoming film from Paramount Pictures. 

“Sonic the Hedgehog” debuts in theaters on Feb. 14.