PMI appointed toy and games partner for Sonic Prime

Published on: 9th September 2022

WildBrain CPLG, the entertainment, sport and brand licensing agency, has appointed PMI as the consumer products partner for Sonic Prime.

WildBrain CPLG has appointed PMI as the novelty toy and games consumer products partner for Sonic Prime, the much-anticipated new animated series launching on Netflix later this year. The series is co-produced by WildBrain and Sega, who are teaming up on a 360-degree approach across production, distribution and licensing. The deal was brokered by WildBrain CPLG on behalf of WildBrain and Sega, and by Big Picture Licensing representing PMI.

Omer Dekel, COO at PMI Ltd., commented: “Partnering with the iconic Sonic brand will no doubt be a huge adventure. Our new product line based on the new Sonic Prime series features a mix of core designs and some very cool new designs that are going to make a lot of noise in the market. We are very excited about the upcoming line of top quality licensed products and joining Sega’s Sonic ecosystem alongside the Netflix series, movie and gaming. A big thanks to our friends at WildBrain CPLG and Big Picture Licensing for a job well done in brokering the deal. On a personal note, I now get an extra kick seeing how much my young son loves Sonic, just as I did when I was a boy myself.

Sonic Prime is slated for debut in winter 2022, and being animated at WildBrain’s Vancouver studio. Following the series debut, an exclusive line of Sonic Prime products from PMI is planned for a multi-territory launch in early 2023. It will include collectibles, mini figures, clip-on plush, stampers, games and more. PMI joins newly signed licensees which include Ravensburger for puzzles and E Plus M for apparel, with more in the pipeline as WildBrain CPLG builds a strong merchandising campaign across key categories.

Maarten Weck, EVP & MD at WildBrain CPLG, said: “Sonic is more popular than ever, and PMI has a preeminent reputation for bringing IP to life with engaging and affordable toys and collectibles, making it an excellent partner for Sonic Prime. We’re excited to see this consumer products campaign shape up with momentum building ahead of the launch. Sonic fans are in for a real treat”.

Sonic Prime aims to captivate fans of all ages and will match the scale and scope of the epic adventures synonymous with the Sonic franchise. The series launch builds on the tremendous momentum generated by the franchise over recent years, with the brand’s 30th anniversary celebrated in 2021, as well as the launch of two successful feature films from Paramount Pictures and Sega, which have grossed over $720m worldwide to date, plus the recent announcement of a third feature slated for release in 2024. Additionally, Paramount and Sega are developing the first ever original live action Sonic series for Paramount+.

Ivo Gerscovich, chief brand & business officer at Sega, noted: “Sonic the Hedgehog has continued to shatter records in 2022, becoming one of the largest entertainment brands in the world and we’re proud to be partnering with PMI whose reputation proceeds itself within the licensing space.”


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