Sega Europe announces new Sonic the Hedgehog merchandise collection

Published on: 8th June 2021

Sonic the Hedgehog’s 30th anniversary will feature a whole host of new licensing partners including Wow! Stuff and HoloToyz.

Sega Europe’s brand licensing team has revealed an array of new licensing deals for Sonic the Hedgehog to help celebrate three decades of the game and tie in with the highly anticipated film sequel, Sonic the Hedgehog 2, and new Netflix series Sonic Prime both slated for 2022.

In the world of toys & collectibles, Sega Europe recently teamed up with toy innovation company Wow! Stuff, on its new award-winning Wow! Pods range, which will feature light-up characters from the Sonic universe, housed within ingeniously designed interconnecting display cases. A new deal has also been inked with HoloToyz, who will launch a range of stickers, decals and temporary tattoos embedded with augmented reality technology which can be brought to life via the free HoloToyz app. Long standing partner First4Figures will also be launching a new, limited edition 30th anniversary resin statue.

Meanwhile several deals have been inked with leading players across home, textiles and personal care including Character World for bedding, and in the gifting and greetings cards space, Fizz Creations is preparing gift sets, drinkware, electrical accessories, games and puzzles and even Christmas decorations, while online retailer Moonpig has already launched a successful series of personalised greetings cards.

The Sonic licensing programme is expanding into food & beverage with UK-based food manufacturer Finsbury Foods set to launch branded celebration cakes into major grocers later this year, and G Fuel’s Sonic branded energy drink, already a massive hit in the US, will be arriving to UK shores soon. Sega Europe is partnering with Moor Art Gallery for a series of exclusive screen-printed poster art and 30th anniversary commemorative enamel pins, all slated to launch later this year.

Sonic’s existing fashion & lifestyle business is also set to expand with a series of new collaborations including high-end fashion designer, Marc Jacques Burton. He is set to market a limited 30th anniversary capsule collection, while Global Brands Group is developing an exclusive new kids’ apparel range for leading fashion retailer Skechers, to launch throughout Europe in the near future.

“This is a momentous year for Sonic the Hedgehog and his fans, and we are incredibly proud to be partnering with so many leaders in their field across such a diverse range of product categories,” said Jason Rice, director of brand licensing at Sega Europe. “Our partners list will continue to grow throughout the year so look out for more exciting announcements in the near future.”

For more information visit Sonic’s 30th Anniversary website at


Friday Blog

Community spirit…it’s the Friday Blog!

Mattel promotes Sanjay Luthra to executive VP and MD for EMEA

Moonbug names Just Play as master toy licensee for raft of hit properties

Yoto cooks up new audio baking collection with GBBO winner

Hasbro named in 100 Best Corporate Citizens List for 11th year

Barbie joins Rubies’ licensed costume portfolio

The Noble Collection celebrates E.T.’s 40th anniversary with special range

Accolades aplenty at Toymaster Awards Dinner

BTHA presents six Golden Teddy Awards

A.B. Gee launches 2022 Mattel Autumn/Winter catalogue