KessCo, a third-generation toy and game company, has announced a licensing partnership with SEGA of America and the “Sonic the Hedgehog” franchise, marking Kess’ first national licensing agreement with SEGA of America. The partnership offers Kess the opportunity to feature the Blue Blur and the franchise across a variety of tabletop games, card games and outdoor play items in 2024.

“As an avid ‘Sonic’ fan myself, I am extremely excited and proud to announce our newest licensing agreement with SEGA of America,” says Alex Kessler, chief executive officer, Kess. “Licensing has become an important part of our growth strategy, and our customers have been asking for Sonic-branded products from us for years. We look forward to continuing to grow our games category through this recent license acquisition, while introducing licensing to our popular outdoor range for the first time.”

Since Kess’s launch in 2016, it has contributed to innovation in the toy industry through the introduction of its own successful IPs. As it continues to expand, Kess plans to lean more into licensing across its product range, with Sonic as its most iconic video game franchise deal to-date.

“We are very excited at the opportunity to partner with Kess to bring a new range of ‘Sonic’ games and outdoor play to the market,” says Michael Cisneros, associate director, licensing, SEGA of America. “The folks at Kess have such palpable passion for ‘Sonic’ and video gaming franchises, they really are the perfect partner to satiate the demand of casual and hard-core fans alike.”

SEGA will be exhibiting at Licensing Expo at booth O226 June 13-15.