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WELCOME
WELCOME
WELCOME TO OUR 35TH ANNIVERSARY DEDICATED PUBLICATION, CELEBRATING THE PAST, PRESENT AND FUTURE OF SONIC THE HEDGEHOG.
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t all began in 1991, when Sonic the Hedgehog burst onto the scene, revolutionising the world of video games and speeding into the hearts of millions. His lightning-fast moves, daring leaps and infectious energy earned him the nickname ‘the blue blur’, captivating fans of all ages and establishing Sonic as a beloved figure in gaming history. Sonic isn’t just a character; he’s a phenomenon that has endured for more than three decades. His ability to connect with kids, teens and adults alike has cemented his status as one of the most recognisable and enduring characters in pop culture. Over the years, Sonic has evolved beyond his video game origins to become a global transmedia icon, reaching audiences across multiple formats and platforms. As Sonic marks his 35th anniversary in 2026, this special edition features insights from Ivo Gerscovich, chief brand officer at SEGA America, on how Sonic has remained relevant across generations - and why his future looks brighter than ever.
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We also celebrate the standout consumer products and collaborations that bring this milestone to life, alongside contributions from the partners who have supported Sonic’s journey and continue to help shape his global success. Looking ahead, with a fourth Sonic movie scheduled for release in 2027, high-profile collaborations including McLaren Racing and SEGA’s multi-year agreement with the IOC, celebrating the legacies of Sonic the Hedgehog and the Olympic Games brand, the years ahead promise to open exciting new chapters for the franchise. For over 35 years, Sonic the Hedgehog has been more than a character—he’s been a cultural icon and a symbol of speed, fun and adventure. With a thrilling future on the horizon and no signs of slowing down, Sonic’s story is just beginning. Emmanuelle Cadet, head of brand licensing EMEA, SEGA Europe
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WELCOME
WHAT’S INSIDE 04 Where the legacy began – the history of Sonic the Hedgehog
08 Game on – chief brand officer, Ivo Gerscovich shares why Sonic is so popular at 35
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World of Sonic – how Sonic continues to be a market leader across consumer touchpoints
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Partner up – the collaborations and partnerships in place to celebrate Sonic’s 35th anniversary
23 Racing ahead – we find out more from Jakks Pacific about its toy plans for Sonic
26 Full speed – licensees share their experience of the blue blur
28 Monster partnership – Retail Monster’s Gemma Witts shares the journey so far
Key SEGA Europe contacts: Emmanuelle Cadet – head of brand licensing EMEA – Emmanuelle.Cadet@sega.co.uk Hardlines Gemma Daniels – senior licensing manager – Gemma.Daniels@sega.co.uk Softlines Maribel Le Gelebart – senior licensing manager – Maribel.LeGelebart@sega.co.uk Retail Kay Ferneyhough – senior retail manager – Kay.Ferneyhough@sega.co.uk Product development Harriet Smith - senior product development manager – harriet.smith@sega.co.uk
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THE ORIGINS OF SONIC
WHERE THE LEGACY BEGAN
35 YEARS. COUNTLESS ADVENTURES. ONE UNMISTAKABLE BLUE BLUR.
or more than 35 years, the focus for Sonic has always been on surprising and delighting the audience - creating moments that spark excitement, inspire nostalgia and make people feel connected to Sonic wherever they encounter him. Whether through games, films, television, live events, digital content or immersive experiences, Five years is a long time - even for the every touchpoint is designed to reinforce what fastest thing alive. Since celebrating makes Sonic such an enduring and beloved icon. his 30th, Sonic has raced from blockbuster Sonic has remained relevant across generations cinema and bold new games into sport, because he represents more than speed. He fashion, art and automotive culture. Now 35, embodies confidence, community, and the Blue Blur is moving faster than ever. momentum—three core pillars that have guided Back in 2021, Sonic was already a pop-culture the brand for over three decades. His fearless icon. But even he might have struggled to attitude encourages fans to be bold and predict just how much ground he would cover authentic, his inclusive world brings people before his next big birthday. together through shared experiences and his The clearest headline comes from the big relentless forward motion reflects a constant screen. Three Sonic the Hedgehog movies have drive to innovate and evolve. now broken through $1 billion at the global box These principles have shaped how SEGA office, bringing Sonic, Tails, Knuckles and Shadow engages with audiences, allowing it to to a huge new family audience. And with a deepen relationships with long-time fans fourth movie scheduled for 2027, this story is far while continually refreshing the brand for from finished. new generations. By balancing heritage Hit games have kept pace. Sonic Frontiers opened with innovation, Sega celebrates a new world of high-speed freedom, Sonic X Shadow everything fans love about Sonic, while Generations put Shadow centre stage and Sonic embracing new stories, formats, Racing: CrossWorlds keeps growing through new technologies and collaborations that characters and collaborations. Together, they have keep the franchise culturally relevant propelled lifetime franchise sales and downloads and always moving forward. to 1.77 billion. That commitment to evolution, Off-screen, Sonic has teamed with McLaren Racing, without losing sight of what makes turned heads with Sonic-inspired Sonic unique, is what has enabled Lamborghini liveries, entered a new the brand to thrive for more than 35 years.
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FOREVER FAST
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THE ORIGINS OF SONIC
licensing chapter with the IOC and celebrated his legacy with the LEGO® SEGA Mega Drive. The 35th brings that momentum together. Sonic Art Dash turned seven London walls into a journey through gaming history, while Sonic-Me gave fans more than 1,000 ways to express their fandom digitally. In the US, the Chaos Hunt sent fans searching for Emeralds ahead of Club
Chaos, a one-night Sonic celebration. Now the celebration races into Fortnite, with Sonic headlining the Battle Pass. Music, products and live experiences keep the celebration moving worldwide. After 35 years, Sonic’s secret remains beautifully simple: never stand still. Keep evolving, keep surprising and always run towards the next adventure.
TIMELINE OF SONIC SO FAR How a gaming icon became a global entertainment brand. 1991–1993 AN ICONIC HERO - Sonic the Hedgehog launches on the SEGA Mega Drive and quickly becomes a global icon. Sonic 2 introduces Tails and two-player gameplay, while Sonic CD adds Amy and Metal Sonic. By 1993, Sonic is already moving beyond games into television and comics. 1999 A NEW DIMENSION - Sonic Adventure brings Sonic into 3D, with a broader cast, cinematic storytelling and unforgettable music laying the foundations of modern Sonic.
2002 BREAKING BOUNDARIES - After SEGA exits hardware, Sonic goes multiplatform. Sonic Adventure 2 Battle brings a mainline Sonic game to a non-SEGA platform for the first time; his arrival on Nintendo opening the franchise to an even broader audience. 2003–2014 NEW STORIES, NEW AUDIENCES - Sonic X animated series reaches a new generation on television. In 2007, Mario & Sonic at the Olympic Games unites two gaming icons for the first time. Sonic Boom reimagines his world across animation and games. 2017-2018 A NEW CHAPTER - Sonic Mania reimagines classic 2D gameplay, while a
new ongoing comic series from IDW launches the following year, bringing two fresh interpretations of Sonic’s legacy to a new generation.
2020 A SCREEN SENSATION - The first Sonic movie launches a trilogy, with sequels in 2022 and 2024 taking the franchise beyond $1 billion at the global box office. Sonic Prime on Netflix and Knuckles on Paramount+ expand his world through streaming. 2022 NEW FRONTIERS -Sonic Frontiers reinvents high-speed play through an open-zone adventure, surpassing five million sales. On Roblox, Sonic Speed Simulator becomes the platform’s first branded game to pass one billion visits. 2025 RACING INTO NEW WORLDS- Sonic Racing: CrossWorlds launches as a major global gaming tentpole, passing one million sales in its first month. Its expanding crossover roster creates an ongoing platform for play, partnerships and fan conversation. 2026 FOREVER FAST - Sonic celebrates 35 years through fan experiences, cultural collaborations and global events - and races into Fortnite as a Battle Pass headliner, joined by Tails as a Sidekick and Green Hill Zone in Battle Royale.
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SONIC 2019
SLIDING SONIC 2021
SUPER SONIC 2020
TAILS 2022
KNUCKLES 2020
MODERN SONIC 2022
AMY ROSE 2021
SHADOW 2023
DR. EGGMAN 2023
©SEGA
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YEARS OF SONIC THE HEDGEHOG For nearly a decade, EXG Pro has been proud to partner with SEGA, bringing Sonic the Hedgehog to fans through innovative, fun, and functional collectibles. From classic designs celebrating Sonic’s rich heritage to products inspired by his latest adventures, this collaboration has allowed us to create exciting experiences for fans around the world. We look forward to continuing the journey together and celebrating Sonic’s legacy for years to come.
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METAL SONIC 2027
AMY 2027
COMING SOON! As we enter an exciting new chapter with SEGA, we’re thrilled to bring Sonic the Hedgehog into the world of PEEKOs. Combining innovation, collectibility, and fan-first design, PEEKOs represents the next evolution of our product portfolio, with Sonic positioned at the heart of the journey. We can’t wait to share what’s coming next with fans around the globe.
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THE BIG INTERVIEW
GAME ON
onic has always had an incredibly passionate and vocal fanbase, but relevance for any brand over an extended period doesn’t happen by accident. Chief brand officer, Ivo Gerscovich and his team have worked hard to ensure the brand remains pertinent. He explains: “We’ve made sure Sonic shows up in the cultural moments that matter, whether that's through entertainment, social media, collaborations or live events. “The brand has successfully made the leap from gaming icon to genuine pop culture phenomenon. For retail and licensing partners, that kind of sustained cultural presence translates directly into consumer demand and sell-through performance.” There are some important elements to the brand which makes it popular with consumers. “He's bold, free-spirited and unapologetically himself,” explains Ivo. “He's also very fast, sleek in design and embodies the values of friendship, teamwork and loyalty. Those qualities transcend generations.” Beyond that, fans have an emotional connection as Sonic was many people’s first gaming experience. Ivo furthers: “What's
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For younger audiences, we focus on accessibility and entertainment, ensuring Sonic is visible across the platforms and formats they consume.
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SINCE STEPPING INTO HIS ROLE A DECADE AGO, CHIEF BRAND OFFICER, IVO GERSCOVICH AND THE TEAM BEHIND SONIC HAVE BEEN DELIBERATE ABOUT ENGAGING WITH FANS, A STRATEGY THAT HAS HELPED STRENGTHEN AND BUILD THE BRAND. IVO SHARES WHY THE FAMOUS BLUE HEDGEHOG HAS REMAINED SO POPULAR AS HE EMBARKS ON HIS 35TH ANNIVERSARY YEAR. remarkable is that we've been able to build on that foundation without compromising what makes Sonic Sonic, even as the world around us has changed dramatically. When a brand has that kind of authentic identity, it gives partners a strong, reliable platform to build on.” As well as those who have loved Sonic from the start, there are new consumers constantly joining the fanbase. Communicating to that wide audience is crucial. “The key is to understand that these two audiences aren't mutually exclusive,” says Ivo. “ Parents who grew up with Sonic in the 90s are now introducing the brand to their children, creating a powerful multi-generational purchasing dynamic that retailers and licensees can capitalise on. “For younger audiences, we focus on accessibility and entertainment, ensuring Sonic is visible across the platforms and formats they consume. The animated series, the films, and our gaming titles all serve that purpose.” Another important element to the machine is licensing and the team works hard to ensure partners are supported and get the exposure and insights needed to build their businesses. Ivo explains: “When done well, licensing extends Sonic's presence into everyday life and
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THE BIG INTERVIEW
puts the brand where fans live, shop and engage beyond the screen. That kind of touchpoint reinforces the emotional connection and introduces Sonic to audiences who nowadays may not even come through gaming first. “In terms of partner selection, we are very deliberate. It's not simply about scale or reach, though those matter. We look for partners who genuinely understand and respect the brand equity we've built and who align with our values, quality standards, authenticity, respect and creative vision.” Sonic is a strong brand for consumer products. As well as his emotional resonance, Sonic is a design icon. “That bold silhouette, the colour palette and the attitude translate incredibly well across product categories and retail environments,” says Ivo. “There's an immediacy to Sonic's visual identity that very few characters in the world can claim and that makes him exceptionally versatile for product development.” As the brand marks its 35th birthday, there’s plenty of celebratory activity in store. Ivo outlines: “This year we're executing some of our most ambitious programmes to date. The Emerald Drop scavenger hunt activations,
murals, and more have been a centrepiece of our anniversary strategy, bringing immersive, event-driven experiences directly to consumers and generating the organic engagement and social visibility that drive brand heat at retail. “Later this year, the Club Chaos party in New York, timed to New York Comic Con, will build on that momentum, delivering a major fanfacing activation that keeps the anniversary conversation going well into the back half of the year and creates strong alignment opportunities for our licensing partners. “We want fans, retailers, and brand partners to feel the scale and energy of this anniversary in a way that is meaningful, not just promotional.” Looking ahead, the future is exciting. Ivo concludes: “We've spent over a decade rebuilding a multi-platform brand across games, film, television and licensing, and the infrastructure is now in place to take things to the next level. Sonic will continue to expand as a true entertainment franchise, not just a gaming property. “The success of the films has elevated the brand's profile globally and opened doors that are changing the conversation about what Sonic can be for retail and licensing partners worldwide. The games remain the heartbeat of the brand and we'll continue investing there. “Looking further ahead, significant opportunities are emerging in digital experiences and new forms of consumer engagement that we're actively developing. Through all of it, the brand identity remains constant. That consistency is what gives our partners the confidence to invest and keeps consumers coming back.”
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CONSUMER TOUCHPOINTS
WORLD OF SONIC GAMES From racing to actionadventure and platformers to puzzles across consoles, PC and mobile, Sonic’s adventures never stop.
SONIC JUMPED OFF THE BATTLE BUS IN FORTNITE IN SUMMER 2026 AND EXCITING NEW UPDATES FOR CROSSWORLDS WITH SEASON 2 RELEASING IN AUTUMN 2026.
FILM
A $1 billion movie franchise, with two more films on the way, brings Sonic, his friends and their adventures to life on the big screen.
TV
Hit series including Sonic Prime and Knuckles on Netflix and Paramount+ give fans even more stories and content to enjoy.
COMMUNITY
More than 10 million fans follow Sonic across his owned channels.
PARTNERSHIPS
LOCATION-BASED RETAIL Products and collections ENTERTAINMENT that let fans bring a piece
World-class partnerships take Immersive experiences that Sonic into sport, fashion, music surprise, delight and bring fans and culture. together in the real world.
of Sonic’s world into theirs.
GAME COLLABS
Sonic is showing up on some of gaming’s biggest online platforms, reaching new audiences and growing the fanbase.
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GOTTA GO FAST CROSSWORLDS
Season Pass 2 for Sonic Racing: CrossWorlds is revving up for release in autumn 2026. Players can look forward to exciting new content such as the Godzilla DLC Pack and EVANGELION DLC Pack, featuring intense courses, largerthan-life characters and more. Season Pass Two will include a total of six new DLC Packs, with more details to be revealed later in 2026.
FORTNITE Throughout August and September, Sonic and his iconic cast of characters raced into the world of Fortnite as part of Chapter 7, Season 4. Fans could unlock special-edition outfits inspired by Sonic, Shadow, Knuckles and Dr.
THE NEXT CHAPTER THE FUTURE IS MOVING FAST. NEW STORIES. NEW ADVENTURES. NEW WAYS TO CONNECT. THE NEXT 35 YEARS START HERE.
SONIC JUMPED OFF THE BATTLE BUS IN FORTNITE IN SUMMER 2026 AND EXCITING NEW UPDATES FOR CROSSWORLDS WITH SEASON 2 RELEASING IN AUTUMN 2026. Eggman, alongside themed accessories, a custom loading screen, a playable guitar and even Sonic's trusted sidekick, Tails. To celebrate the crossover, SEGA created a special-edition manga that introduced Sonic to the Fortnite universe, supported by a multichannel social and PR campaign designed to drive excitement and reach fans around the globe.
2026 35th anniversary Celebrating 35 years of momentum, confidence and connection with fans worldwide. Fortnite collaboration Entering one of the biggest online game stages of all time for Chapter 7, Season 4.
2027 Sonic the Hedgehog 4 Sonic returns to the big screen in an all new, chaotic adventure.
2028 Event Movie Another theatrical adventure is set to release.
AND BEYOND More movies, more games, more adventures. Gotta go fast.
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PARTNERSHIPS AND COLLABORATIONS
PARTNER UP SONIC’S 35TH YEAR BRINGS WITH IT SOME HIGH PROFILE COLLABORATIONS AND PARTNERSHIPS ACROSS FASHION, FOOTBALL, APPAREL, TOY AND EVEN ART.
IPSWICH TOWN FC Sonic the Hedgehog is teaming up with football clubs across major leagues, celebrating the shared values of teamwork, competition and performance. The first collaboration launches with Ipswich Town, with additional partnerships planned with other Premier League clubs, to be announced in the future. Featuring Sonic and Tails, the programme highlights the importance of teamwork both on the pitch and within the world of Sonic.
TY This year, SEGA is excited to partner with Ty, the world’s largest plush manufacturer and the creator of the beloved Beanie Babies, which have delighted fans for over three decades. As part of the anniversary year, Ty will launch a global collection of Sonic and Friends Beanie Babies and Beanie Bouncers.
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©SEGA
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PARTNERSHIPS AND COLLABORATIONS
CROCS In honour of Sonic the Hedgehog's incredible 35-year legacy, SEGA and Crocs teamed up to bring fans a new Sonic the Hedgehog x Crocs collection featuring iconic classic clogs and Jibbitz charms. The design features Sonic, Knuckles and Tails racing across the front of the shoe, and special fixed 3D Green Chaos Emerald (Left Foot) and Gold Ring (Right Foot) Jibbitz charms. This is the fourth time that SEGA and Crocs have teamed up to celebrate the legendary Blue Blur.
MOOR ART GALLERY In partnership with Moor Art Gallery, seven artists were commissioned to create posters celebrating iconic moments from the Sonic the Hedgehog games, including the legendary Green Hill Zone that helped launch the franchise. To mark the anniversary, the artwork was transformed into large-scale murals across East London throughout June, featuring fan-favourite characters such as Sonic, Super Sonic and Metal Sonic. The experience was also integrated into Strava, allowing fans to follow a Sonic-shaped running route and discover all seven murals along the way.
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PARTNERSHIPS AND COLLABORATIONS
McLAREN RACING To celebrate the 1,000th Grand Prix in Monaco, Sonic and McLaren Racing created a limited- edition Tshirt available trackside. The collaboration builds on a unique shared history dating back to 1993, when McLaren received the iconic Sonic Trophy after winning the SEGA European Grand Prix. This moment forged a
memorable link between motorsport and gaming and that heritage now underpins a modern partnership between two globally recognised brands.
RICHARD ORLINSKI French contemporary artist, Richard Orlinski brings his distinctive creative language to one of gaming’s most recognisable icons with a bold, faceted interpretation of Sonic. Standing 18cm tall and finished in high-gloss Sonic blue, the sculpture’s geometric, lowpoly surfaces offer a playful nod to the formative era of 3D gaming. Created for Sonic’s 35th anniversary, the collaboration bridges gaming heritage, pop culture and contemporary art, reimagining a character whose silhouette, attitude and sense of speed have remained unmistakable across generations.
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PARTNERSHIPS AND COLLABORATIONS
NBA X PRIMARK Sonic & NBA collection launched at Primark in August 2026, introducing a dynamic range inspired by two globally recognised properties. Drawing influence from themes of speed, agility and teamwork, the collection celebrates individuality, confidence and selfexpression. The range takes cues from Sonic's legendary speed, Tails' ingenuity, Knuckles' determination and Shadow's independent spirit, bringing these iconic characteristics to life through a bold apparel offering.
LEGO In May 2026, SEGA revealed the 35th anniversary LEGO x SEGA Mega Drive set, featuring a special Sonic cartridge hidden inside. Available globally, the set is designed to appeal to core Sonic fans, nostalgia seekers and collectors. The Sku features two detachable controllers, a removable game card, sticker decorations and a Sonic the Hedgehog portrait hidden as an Easter egg. The launch was supported by a robust marketing campaign, including several influencer campaigns designed to drive brand awareness, create memorable fan connections and celebrate Sonic’s legacy. For many fans, their first experience of playing Sonic was on the Mega Drive, making it a fitting tribute for the 35th anniversary.
FUNKO Funko's long-running relationship with Sonic continues to evolve in his 35th anniversary year, with an expanding assortment spanning formats, scales and collector-led releases. Current highlights include miniature collectibles, diorama display pieces, premium character variants and vehicle-based collectibles, alongside seasonal releases and collectible accessories launching throughout 2026. From miniature displays to character variants and vehicles, the range demonstrates the enduring versatility of Sonic's world and Funko's ability to continually find fresh ways for fans to collect it.
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LICENSEE FOCUS: JAKKS PACIFIC
RACING AHEAD
Left: Kevin Feely, vice president, marketing, Jakks Pacific. Below:
JAKKS PACIFIC HAS BEEN PARTNERING WITH SONIC SINCE 2019 AS THE MASTER TOY LICENSEE, OFFERING ACTION FIGURES, PLAYSETS AND ACCESSORIES TO BRING ALL THE FAVOURITE CHARACTERS TO LIFE AND THE COLLABORATION IS GOING FROM STRENGTH TO STRENGTH. onic’s qualities lend themselves perfectly to a popular toy range and that has been proved in strong sales throughout the seven-year partnership between SEGA and Jakks Pacific, bolstered by key consumer launches. Kevin Feely, vice president, marketing, Jakks Pacific, begins: “Sonic the Hedgehog has been on roll for 35 years, but toy sales really started to accelerate in late 2019 and even more in 2020 when the first Paramount movie released. The brand has gone turbo speed ever since. “Sonic is such a fun, fast, and energetic character that inspires kids and fans of all ages. Who wouldn’t want to be Sonic? His aspirational nature is the key to his popularity around the world.” Across its range of toys, there is one standout favourite. Kevin explains: “Sonic fans love our 10cm scale action figures. It was the first toy we introduced in 2019 and it is still going strong. “It has been a delight working with the SEGA team to bring the universe of characters to Sonic fans around the world. We also have 6cm scale figures that work great with our playsets. Fans can build a whole world of Sonic figures with zones
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from the various video games.” Jakks has been working closely with SEGA to celebrate the 35th anniversary milestone. “It is important to JAKKS that we pay tribute to the 35 years of amazing games that have brought joy to fans everywhere,” comments Kevin. “We are so happy to be part of the global Sonic community that continues to grow each year. The fans are the most passionate fans I have ever known.” Jakks is celebrating Sonic’s birthday all year by showcasing its toys in emerald green 35th anniversary packaging and through the special toys it has developed. Kevin outlines: “Our favourite is the Giant Metal Sonic vs Sonic. At 51cm tall he is the largest Sonic figure we have created. The light-up eyes, sounds and arm slashing bring this mechanical menace to life for fans.” There’s more to come for Sonic from Jakks Pacific soon. Kevin teases: “Looking to the future, we are focused on bringing Speed to life with our Sonic toys. I can’t provide specific details now, but we know the fans will be excited about what we have in the works. The Sonic Speed RC remains one of our most popular toys around the world.” To celebrate the milestone, Jakks is showcasing its products in emerald green 35th anniversary packaging. Left: Sonic fans can build a whole world of Sonic figures with zones from the various video games.
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LICENSEE FEEDBACK
FULL SPEED AHEAD AS A HERITAGE BRAND WITH CROSSGENERATIONAL APPEAL, SONIC IS A VALUED ADDITION TO MANY LICENSEES’ PORTFOLIOS. SOME OF THE KEY SEGA LICENSEES SHARE THEIR EXPERIENCES OF THE FAMOUS HEDGEHOG.
HELEN HARRISON, licensing and brand manager, Characterworld
“Sonic the Hedgehog was the first panEuropean gaming licence we signed more than 20 years ago, and many of us still have fond memories of spending countless hours playing the original Sega Mega Drive game, which first captivated fans 35 years ago. We’re proud of our long-standing partnership with Sonic, which has evolved from a beloved retro gaming icon into one of the world’s most powerful entertainment franchises. Its success is driven by a winning combination of video games, television content, blockbuster live-action films, and a remarkable consumer products programme that continues to engage fans of all ages. Our home products range continues to deliver strong year-on-year growth, and we’re excited about the opportunities ahead, including the 2027 anniversary celebrations, new movie-inspired collections, and the launch of products across additional categories.” Left: Characterworld’s home product range continues to grow each year.
LIAM TAYLOR,
head of commercial and licensing, Rubber Road “For us, Sonic isn't just another gaming licence – it's one of those rare brands that transcends generations. Parents like me who grew up racing through Green Hill Zone are now introducing Sonic to their own families, while a new audience continues to discover him through successful games and films. Very few gaming franchises can genuinely claim that. “That longevity is exactly why Sonic remains an important part of our portfolio. Sega was one of our first licensing partners when we started this business and it’s been a mainstay ever since - and we’re talking before the movie series were even a thing. “For the 35th anniversary, we're expanding our TUBBZ collection with a new range, celebrating one of gaming's most recognisable and enduring franchises in true collectible style. Reaching 35 years is an incredible achievement and we're proud to play a small part in celebrating such an important milestone.” Above: Rubber Road’s TUBBZ collection will be expanded to celebrate the 35th anniversary.
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LICENSEE FEEDBACK
ETHAN FENWICK,
OLIVER HANCOCK,
“For over eight years, we have been proud licensing partners of SEGA and the Sonic brand, seeing first-hand why Sonic remains an icon of gaming and entertainment. His global appeal continues to connect passionate, highly engaged fans across generations, ages and demographics. “Each year, we release functional collectibles celebrating Sonic’s much-loved characters, this year includes our new Sonic Mini Cable Guy collection and next year’s full-sized Cable Guys, Metal Sonic and Modern Amy join our extensive Sonic range - bringing Sonic’s unmistakable energy to fans in a fun, accessible and highly giftable way.”
“Sonic the Hedgehog is a perfect fit for Fanattik because anniversaries are one of the things we consistently excel at and 2026 marks Sonic’s 35th year speeding through pop culture. Fans love milestone moments and Sonic has the rare mix of nostalgia, global recognition and crossgenerational appeal that makes anniversary collectibles genuinely desirable. “The brand’s bright, energetic aesthetic also translates beautifully into coins, ingots, replicas and display pieces. With a fanbase that never stops growing, Sonic gives us a chance to celebrate a legacy while delivering the kind of premium, detail driven items collectors expect from Fanattik.”
licensing and brand manager, EXG
SANDRA VANSTAN, head of licensing, William Lamb Group
“We have been partnering with SEGA for almost a decade, and Sonic has consistently been one of our top performing licences. The combination of fun, speed and most importantly, its gaming heritage and constant evolution continue to resonate strongly with our customers. We’re also seeing growing demand for girl-focused product, driven by the increasing popularity of Amy. “The anniversary provides a fantastic opportunity to celebrate the franchise and as footwear and bags specialists, we are perfectly placed to support our customers with both made-to-order and in-stock product. We’re particularly proud of our top-performing light up back-to-school Sonic footwear at George, alongside our exciting SS27 range, which introduces a stronger focus on Amy. We are also very excited about the movie next year too.” Above: William Lamb offers a light up back-to-school footwear range for George at Asda. Right: Toytopic is launching a new product category with the Sonic licence in spring 2027.
head of marketing and digital, Fanattik
Left: Fanattik has a range of anniversary collectibles to celebrate Sonic’s milestone.
ASH HOLMAN, director, Toytopic “Toytopic is a proud partner of Sega on the iconic Sonic brand. We have been working in partnership since 2023 and we have dramatically expanded the product offering over the years. Starting with a modest few core plush products of Sonic himself, to now a range of +30 SKUs featuring many of the key characters across plush, plush accessories, collectible plush and the new to market action games range. The anniversary provides another key consumer touch point to continue to build the already extensive retail footprint across Europe that we have built over the past few years within major retail channels. We are excited to continue the success to date into the anniversary year and beyond.”
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MONSTER PARTNERSHIP How long have you been working with the Sonic brand and what have been the highlights during the partnership? We have been working with SEGA for the past six years and have enjoyed watching the Sonic brand go from strength to strength. Although Sonic has always been well-loved at retail, after the launch of the first movie, we saw a significant shift in buyers' attitudes to the brand. It has become a true evergreen. The movies now serve as a moment in time rather
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HAVING WORKED WITH SEGA FOR THE PAST SIX YEARS, GLOBAL BRAND EXTENSION AND LICENSING COMPANY, RETAIL MONSTER HAS SEEN THE SONIC BRAND GROW STRONGER AND MORE PROLIFIC. GEMMA WITTS, MANAGING DIRECTOR, SHARES THEIR JOURNEY SO FAR.
than a driver. This has been our highlight during our partnership. Watching this fantastic brand flourish and take its place at retail amongst true evergreen giants.
Why is Sonic such a strong brand for licensing and retail collaborations? I believe it’s the longevity of the brand and Sonic's ability to keep reinventing. This is testament to the fantastic team behind Sonic, who continue to drive creativity and innovation in how Sonic is presented. This combination of age and reinvention means that the brand appeals to adults/parents and
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kids alike. Everyone can relate to Sonic, which makes it a reliable and exciting brand for licensees and retailers to support.
Can you share any upcoming projects you’re working on (or current activations)? We're currently working on a range of exciting new projects that are taking Sonic into fresh and innovative areas of retail and consumer products. While continuing to protect the integrity of the brand and delight fans around the world, we're exploring new opportunities that push Sonic into unexpected spaces. We can't reveal too much just yet, but what we can say is that they are delicious.
What are your plans for the brand over the coming year? With the fourth Sonic movie launching at Easter 2027, we are working closely with retailers to unlock the full commercial potential of this major brand moment. By introducing exciting new product ranges and driving retailer engagement, we aim to secure increased space for Sonic and inspire bolder, more comprehensive product offerings in-store.
Sonic has a wide fanbase from original fans, up to young consumers just getting into the brand. How do you target the breadth of audience? In my opinion the team at SEGA deliver some of the best and wide-ranging style guides in the industry. This creative allows licensees and retailers to develop programmes that work for the entire Sonic fanbase. It also grants us the opportunity to work across a broad spectrum of retailers; from traditional toy partners focused on the younger fans, through to kidult and pop culture specialists for adults young and old alike. Sonic is one of those rare brands that has an offering for every corner of the retail landscape and can reach fans across every demographic.
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