Exclusive: SEGA Speeds Ahead with Sonic, Arby’s Deal

SEGA has partnered with fast food chain Arby’s for a limited-time promotion featuring “Sonic the Hedgehog” collectible toys.

Starting Dec. 1, Arby’s restaurants nationwide will carry an exclusive toy line for its Game On Kids’ meals. The line will feature eight-disc toys featuring “Sonic” characters such as Sonic, Tails, Knuckles, Amy Rose, Dr. Eggman, Shadow and more. The limited-time promotion will run until Feb. 29.

“We love working with partners who get us, and Arby’s does,” says Ivo Gerscovich, chief brand officer, Sonic the Hedgehog and senior vice president, SEGA of America. “They’ve done a great job with the Game On Kids Meal to integrate content and encourage collectability. We look forward to delighting fans and new audiences via this program as Sonic races into a landmark year ahead!”

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.

Arby’s joins a robust licensing program for “Sonic the Hedgehog,” which features brands including Japanese fashion label Xlarge. 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.