Licensing News

Heathside Signs License Renewal Agreement with SEGA to Produce Sonic the Hedgehog Products

Sonic the Hedgehog Sega Heathside

Heathside Ltd has renewed an existing established agreement with SEGA and has added additional products into the foray for Sonic the Hedgehog. The agreement was brokered by Kirsty Guthrie (KJG Ltd) for Heathside Ltd. The additional Sonic licensed lines will launch Q4 2024 through selected retail partners and will include a variety of toys, collectables, and gifts.


Darren Epstein from Heathside commented, ’‘We are over the moon to be continuing our relationship and license with SEGA and Sonic. We have long experience working on the brand and we are so happy to continue and expand the categories we have!”


Heathside Trading Ltd is a leading manufacturer and wholesaler of Pop Culture Consumer Products based in the United Kingdom, offering ranges of product to customers globally on various formats. Relaunching will enhance the ability to target a direct-to-consumer customer going forward. Heathside and its Khadou brand work and acquire IP for development of product across, TV, Manga, Anime, Film, Gaming and associated entertainment platforms.


SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA Corporation, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative interactive entertainment experiences for console, PC, mobile and emerging platforms. In 2020, SEGA ranked #1 among Metacritic’s Annual Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog, Like a Dragon , Virtua Fighter , Super Monkey Ball , and Phantasy Star Online , along with Atlus’ Persona and Shin Megami Tensei series. Since its debut more than three decades ago, Sonic has become a pop culture icon featured in dozens of games, TV series, and movies. Sega of America has offices in Irvine and Burbank, California. Visit