Licensing News

JAKKS Pacific & SEGA Renew Sonic Partnership


JAKKS Pacific, Inc. and SEGA of America, Inc. are renewing their partnership for the classic and modern versions of the Sonic the Hedgehog Collection, with JAKKS to design, manufacture, market, and sell Sonic the Hedgehog branded toy product lines worldwide beginning in 2022. The renewed agreement includes rights to produce action figures, playsets, vehicles, plush and other collectibles.

The JAKKS line of Sonic the Hedgehog merchandise debuted in 2019 with product launches spanning big box retailers in-store and online. The line provided fans with four-inch figures replicating modern and classic versions of Sonic, introduced 2.5-inch figures, and brought the action of the video games to life with the Green Hills Zone playset last fall.

“Our line of Sonic the Hedgehog products consistently hit the mark with retailers and fans, and we are excited to continue to develop innovative toys with SEGA that resonate on a global scale,” said Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific, Inc. “Our Sonic figures, playsets and plush have seen consistent sales growth since our partnership with SEGA began. There is more great product to be introduced for this fall and for several years to come.”

“JAKKS Pacific has been an integral partner in bringing our vision for unique, high-quality Sonic collectibles to market over the past two years, and we’re ecstatic to expand our partnership them as we enter the next decade of the franchise,” said Alex Gomez, Licensing Director at SEGA of America. “The new collection is sure to bring Sonic fun to new heights with merchandise tied to upcoming projects and will feature the Blue Blur in his classic and modern form, with something special for Sonic fans of every generation.”