WildBrain CPLG has appointed PMI as novelty toy and games consumer products partner for “Sonic Prime”, the new CG-animated adventure series launching on Netflix later this year.  

WildBrain and SEGA of America, series co-producers, have partnered on a 360-degree approach across production, distribution and licensing. The deal was brokered by WildBrain CPLG on behalf of WildBrain and SEGA, and by Big Picture Licensing representing PMI. 

Following the series debut, an exclusive line of Sonic Prime products from PMI is planned for a multi-territory launch in early 2023, including collectibles, mini figures, clip-on plush, stampers, games and more. PMI joins additional newly signed licensees for “Sonic Prime” including Ravensburger for puzzles and E Plus M for apparel, with more in the pipeline as WildBrain CPLG builds a merchandising campaign for the upcoming series across key categories.  

“Sonic is more popular than ever, and PMI has a preeminent reputation for bringing IP to life with engaging and affordable toys and collectibles, making them an excellent partner for Sonic Prime,” says Maarten Weck, executive vice president and managing director, WildBrain CPLG. “We’re excited to see this consumer products campaign shape up with momentum building ahead of the launch. Sonic fans of all ages are in for a real treat!” 

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“Partnering with the iconic Sonic brand will no doubt be a huge adventure! Our new product line based on the new Sonic Prime series, features a mix of core designs and some very cool new designs that are going to make a lot of noise in the market,” says Omer Dekel, chief operating officer, PMI Ltd. “We are very excited about the upcoming toy line of top-quality licensed products and joining SEGA’s Sonic ecosystem alongside the Netflix series, movie and gaming. A big thanks to our friends at WildBrain CPLG and Big Picture Licensing for a job well done in brokering the deal. On a personal note, I now get an extra kick seeing how much my young son loves Sonic, just as I did when I was a boy myself.” 

“Sonic the Hedgehog has continued to shatter records in 2022, becoming one of the largest entertainment brands in the world and we’re proud to be partnering with PMI whose reputation proceeds themselves within the licensing space,” says Ivo Gerscovich, chief brand and business officer, SEGA. 

SEGA and WildBrain CPLG are exhibiting at Brand Licensing Europe. Find out more info here.