Brand licensing agency Retail Monster will support Sega Europe’s Consumer Products business at retail in the UK.

With the iconic Sonic the Hedgehog brand celebrating its 30th Anniversary in 2021, and significant opportunities with its Retro Gaming portfolio to build on, 2021 will be a big year for Sega. Through its partnership with Retail Monster, Sega will look to drive brand collaborations and retail activations for Sonic’s Anniversary, as well as build on existing adult business through the company’s extensive Retro Gaming portfolio.

Gemma Witts, European managing director for Retail Monster, stated: “With Sega ’s fantastic portfolio of brands across Gaming, and Retail Monster’s experience and knowledge of driving retail programmes in this space, we are excited to see what this partnership brings, and the great product ranges and retail campaigns we can deliver together.”

Kay Ferneyhough, senior retail development manager for Sega Europe added: “I’m excited to work with Retail Monster. The team’s relationships and knowledge of the retail landscape is fantastic and with so much happening with Sonic and Sega in the coming years, I look forward to building the retail programme and partnership with them.”