WildBrain CPLG, SEGA Launch ‘Sonic Prime’ Licensing Program

New licensees build on cross-category appeal and growing global fandom for the Sonic the Hedgehog franchise.
Ian Hart

May 30, 2023

WildBrain CPLG, SEGA, ‘Sonic Prime’ logos
WildBrain CPLG, SEGA, ‘Sonic Prime’ logosWildBrain CPLG, SEGA, ‘Sonic

WildBrain CPLG



have announced additional global licensing partnerships for the


series, “Sonic Prime,” building on the growing fandom of the

Sonic the Hedgehog


New licensees include a homewares deal with Aymax that includes bedding, towels, cushions and blankets for Belgium, France, Germany, Luxembourg, the Netherlands, Portugal and Spain.

In the U.K. and Eire,

Bioworld International

will launch “Sonic Prime”-themed apparel and accessories, ranging from hoodies, loungewear and sleep sets to keyrings, badges, socks, hairbands and jackets. In Turkey, Fen signed on to bring Sonic and friends outdoors with products, including outdoor playsets, bicycles, swings and activity tables.

Partnerships have been signed with Diramix for sticker albums, sticker packs, 3D stretchable and 3D toppers in Italy, San Marino, Vatican City and Canton Ticino; and with Artesania Cerdà for a deal including backpacks, activity books, stationery, pencil cases and more in Andorra, Portugal,

Spain and the U.K. In France,

La Plume Dorée

is on board for stationery and accessories, including agendas, pencil jars, luggage and more.

Further licensees include


for a creative set of “Sonic Prime” toys and games, including 2D/3D puzzles and arts and crafts sets in EMEA, alongside Play by Play for plush figures in Spain, Portugal, Andorra, Italy and Greece.

These new licensing partners build on the previously announced exclusive

partnership with toy manufacturer and distributor, PMI

. JAKKS Pacific will launch its first

licensed “Sonic Prime” toys and plush

line in July.

“‘Sonic Prime’ is an incredible example of what can happen when strong partners come together to supercharge a beloved, known IP with amazing new content,” says Maarten Weck, executive vice president, and managing director, WildBrain CPLG. “Sonic the Hedgehog has a massive and very passionate fanbase around the world, devoted to the ‘blue blur.’ It has been fantastic to watch the licensing program for ‘Sonic Prime’ really take off in markets across the globe. Together with SEGA, with whom we already have a long-standing partnership on the classic Sonic the Hedgehog brand, we are committed to delivering many more new and creative ways for fans to engage with Sonic on and off screen. With more episodes of ‘Sonic Prime’ coming this July to Netflix, we know this adventure has only just begun.”

“Sonic has always personified traits like collaboration and hard work, which is why the Sonic Team continues to bring the brand into new avenues like our long-standing partnership with WildBrain,” says Ivo Gerscovich, chief business and brand officer, SEGA of America. “With the success of ‘Sonic Prime,’ the Sonic community continues to amaze us with their love and dedication, and we want to give back by creating exceptional merchandise to celebrate both Sonic and our fans.”

Visitors to Licensing Expo can visit SEGA, at booth O226, and WildBrain CPLG, at booth F214 to learn about more ‘Sonic Prime’ licensing opportunities.

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