SEGA and Sanrio have recently teamed up in order to launch the first ever Sonic the Hedgehog x Sanrio collection through select Sanrio stores and the online store at Sanrio.com. The initial line up will consist of 10” plushies with designs that blend SEGA and Sanrios trade mark characters, such as Sonic, Tails, Knuckles, Amy, Hello Kitty, Badtz-Maru, Chococat, and My Melody.
The second phase of the collection will feature plush and collectible vinyl figures from Toynami, with more details being announced later in 2017.
“SEGA and Sanrio both have a rich history in creating whimsical creative characters that transcend generations along with a loyal, dedicated fan base,” says Anoulay Tsai, licensing director, SEGA of America. “With 2016 marking Sonic’s 25th anniversary, we’ve stepped out of the box by creating innovative collaborations with iconic brands like Hello Kitty to reinforce the relevance, longevity and strength of our beloved blue hedgehog. We hope to surprise and delight our fans through our combined efforts.”
To support the partnership, the mobile game Sonic Dash will have a four-week in-game event that allows players to unlock Sanrio characters and use them to race through Sonic’s world.
“We are honored to celebrate Sonic the Hedgehog’s 25th anniversary and collaborate with SEGA to bring our characters together with Sonic and friends in his fantastic world,” says David Marchi, vice president, brand management and marketing, Sanrio. “We hope both our fanbases will love the product collections and the digital play during the limited-time mobile game event.”
The Sonic the Hedgehog x Sanrio collection will be available beginning Dec. 15.