LICENSING NEWS

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.

RECENT ARTICLES

Exclusive: NPD on changing consumer habits during Covid-19 lockdown

Exclusive: Toy World talks family matters with Wicked Uncle

Intu polls shoppers ahead of reopening

New research confirms benefits of play during lockdown

Alien TV to launch from eOne and Pop Family

Exclusive: The Entertainer’s Gary Grant on the light at the end of the tunnel

Exclusive: keep smiling through – indie retailers consider guidelines for reopening

Obituary: Michael Seres

Last call for the special 2020 Reboot issue of Toy World

Women in Toys introduces free online networking session