With a dedicated licensing team headed up by Sissel Henno, head of brand licensing (Europe) in place, Sega has extensive plans for Sonic products.
Mi-commsPR has been briefed to implement a rolling trade and consumer PR programme, securing Sonic’s share of voice in the appropriate media and further raising awareness of the brand and product ranges available. A key focus will be PR support at industry trade shows such as Kazachok in Paris, Las Vegas Licensing Expo and London’s Brand Licensing Europe, as well as a dedicated consumer press event to take place in May for both journalists and their children to attend.
Sega will also participate in the mi-commsPR Christmas product showcase, mi-Christmas Open House 2013. This year’s mi-Christmas Open House takes place on Friday 5th and Saturday 6th July, at a Central London location to be announced soon.
Sissel Henno said: “It’s an exciting time for Sonic, as we ramp up the licensing programme and explore the character’s full potential in different licensing categories. We’ve brought a number of new licensees on board recently which extend Sonic’s footprint in new spaces and markets. Bringing mi-commsPR on board is the natural next step, helping us to spread the news and gain maximum exposure for our fantastic new product lines with retailers and consumers alike.”
Kirsty Barr, managing director at mi-commsPR, added: “We’re delighted to be appointed by Sega to implement a comprehensive PR programme supporting Sonic product lines. It’s a fantastic brand which has truly stood the test of time – and it is an honour to be a part of the world of Sonic as it enters this exciting next phase.”
If you would like to receive the latest toy trade news straight to your inbox, please enter your email address in the subscribe box above; you can also follow Toy World on Twitter and Facebook and request a print subscription here.