Sega announces Sonic programme at Licensing Expo 2013

Published on: 19th June 2013

Sega America and Sega Europe will introduce an extensive multi-tiered campaign including new games, merchandise, promotional partners, and more for the Sonic the Hedgehog franchise.Sonicmicomms300

Sega is utilising this year’s Licensing Expo to lay the groundwork for a licensing and promotional programme that will support the effort.

At the show, Sega will look to build upon its current portfolio by concentrating on several key categories including toys, apparel, bed and bath, food and beverage, and amusement. Casting the Sonic the Hedgehog image in new products and consumer-facing events is one part of a strategy that will also extend the brand to new territories across the globe starting with Latin America, where Sega will eye a significant expansion of the brand in 2014 and beyond.

This licensing and merchandising push comes on the heels of Sega’s recent announcement of a three-title exclusive partnership with Nintendo for the Sonic the Hedgehog videogame franchise. The first title under this agreement will introduce Sonic Lost World for Wii U and Nintendo 3DS platforms later this year.

Other Sega brands to be showcased at the Licensing Expo include Golden Axe, Altered Beast, Streets of Rage and Shinobi, along with the Mega Drive console, 25th anniversary of the Sega Genesis gaming console, Total War: Rome II for PC and the Company of Heroes licence with the Company of Heroes 2 releasing June 25th.

Sega is located in Booth Q200.

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