The return of Sega’s iconic Sonic the Hedgehog character to the small screen this fall in Sonic Boom will now be supported by a full multiplatform strategy that encompasses videogame development and a merchandising program.

The new Sonic Boom franchise, which marks one of the largest initiatives on the part of SEGA in recent years, will include an updated look for Sonic and friends that will coincide with the first Sonic CG animated TV series that’s set to bow on Cartoon Network in the US and on CANAL J and GULLI in France this fall.

The global campaign will include new videogames for the Wii U system and the Nintendo 3DS hand-held system as well as a new toy line.

Serving as a prequel to the stories revealed in the TV series the Sonic Boom videogame will deliver a different experience to previous Sonic games with collaborative gameplay at its core.  Developed in the US by California-based Big Red Button Entertainment (Wii U) and Sanzaru Games (Nintendo 3DS) in collaboration with Sonic Team, this is the third title to be released as part of an exclusive deal with Nintendo.

The Sonic Boom global licensing and merchandising program will be anchored by new master toy partner TOMY. The line will showcase the new character looks, stressing interaction between core characters, and will feature new play patterns based on both the new game and TV series.  TOMY will develop a comprehensive toy range across a broad number of categories including plush, action figures, RC, role play, vehicles and novelty.

SEGA will also launch a broad licensing program across multiple categories including toys, apparel, publishing, accessories, food and beverage, health and more.

Sonic first appeared as a videogame character in June 1991 and went on to sell more than 140 million games across consoles, PC’s, mobile phones and tablets.

The Sonic Boom TV series is a coproduction between SEGA of America and OuiDO! Productions.