Sonic the Hedgehog
Consumer Products

Jakks to rep Sonic the Hedgehog

The US-based arm of SEGA has inked a multi-year licensing agreement with the US toyco to bring new Sonic toys to market.
February 13, 2019

US-based toymaker Jakks Pacific has signed a multi-year global toy licensing deal with SEGA of America to manufacture, market and distribute its Sonic the Hedgehog video game brand.

The range of consumer products include Sonic the Hedgehog action figures, playsets, plush, collectibles and novelty items and will launch globally (excluding Asia) at retailers this fall. There is also a Pinball Track Set that aims to bring the video game to life with a customizable track, and which comes with an exclusive Sonic removable figure.

SEGA’s Sonic the Hedgehog franchise first launched in 1991, and its video game spin-offs have gone on to sell more than 800 million units to date.

This deal comes after Jakks made a number of high-level appointments and promotions early this year, including promoting Tara Hefter to EVP and GM of the company’s costume division, promoting Dan Cooney Jr. to EVP of the toyco’s international division, and rehiring Virginia Reneau as VP of global licensing.

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