Jakks Pacific is racing into a multi-year global toy licensing deal with SEGA of America for the third live-action/CG-animated film in Paramount’s Sonic the Hedgehog big-screen franchise. 

The LA-based toyco will design and manufacture a new range of movie tie-in action figures, playsets and plush for Sonic the Hedgehog 3. And Jakks’ Disguise division is also working on Halloween costumes and accessories. All products will roll out to retailers and e-commerce sites worldwide in the latter half of 2024, leading into the next film’s December 20 theatrical premiere. 

This marks the third multi-year toy deal Jakks has signed with SEGA of America since the companies began working together on Sonic in 2019.

Licensed Sonic movie toys are one of Jakks’ top-performing toy lines with kids and collectors at retail, according to VP of marketing Kevin Feely. The toyco’s 2022 year-end results noted that video game licenses for Sonic and Super Mario drove its consumer products business to have a record-breaking year—totalling US$796.2 million, net sales were up 28% compared to 2021.