Build-A-Bear announces partnership with Sega

Published on: 2nd December 2016

Customers will be able to create their own Sonic the Hedgehog and friends.

sonic480Build-A-Bear Workshop has announced a new licensing partnership with Sega, with the unveiling of a new Sonic the Hedgehog line.

Starting from yesterday, an online exclusive bundle – featuring a 17″ Sonic the Hedgehog furry friend, a plush gold ring wrist accessory and a limited-edition Sonic print – is available from the US website. The online exclusive bundle will launch on 8th December on the UK website.

The full-colour print was designed by Sonic Team in Japan exclusively for Build-A-Bear Workshop; the print and plush gold ring wrist accessory are only available as part of the online exclusive bundle. A Sonic furry-friend tee, a 13″ pre-stuffed Tails and a Sonic 3 Special Stage Background Music digital sound chip are sold separately, and can be added to online exclusive bundle orders.

“Our partnership takes this momentous occasion to a whole other level,” said Anoulay Tsai, director of licensing at Sega of America. “Build-A-Bear has ingeniously formulated a way to capture the collectors market, and we’re honoured to be afforded the opportunity to build this unprecedented programme in Sega history.”

The make-your-own Sonic the Hedgehog furry friend, pre-stuffed Tails, Sonic tee and digital sound chip will arrive at US and Canada Build-A-Bear Workshop stores on 3rd December. The in-store Sonic offerings will be available at UK, Ireland and Denmark Build-A-Bear Workshop locations in March 2017.


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