SEGA Corporation has announced two original plush toy brands as part of its growing transmedia strategy, which aims to expand the reach of its iconic IPs beyond video games. The new product lines—SEGA Cooro™ and SEGA LABBIES™—will bring fan-favorite characters from the Sonic the Hedgehog and Yakuza series to life in all-new collectible forms.
The announcement comes under the umbrella of SEGA’s newly formed Transmedia Business Division, established in April 2024 to lead global cross-media efforts. By extending its beloved franchises into toys, merchandise, and other media, SEGA hopes to connect with wider audiences and reinforce the appeal of its 65-year legacy.
SEGA Cooro™, launching Friday, July 18, 2025, features cute, palm-sized plush mascots with ball chains for on-the-go display. The debut lineup includes six Sonic characters—Sonic, Tails, Knuckles, Amy, Shadow, and Dr. Eggman—alongside Kazuma Kiryu, Ichiban Kasuga, and Goro Majima from the Yakuza series. Each plush retails for ¥1,800 (tax included) and is crafted from soft polyester, nylon, and ABS materials.
SEGA LABBIES™, set to release in November 2025, offers a whimsical twist with teddy bears transformed into SEGA’s most iconic characters. The initial collection includes Sonic the Hedgehog and Kazuma Kiryu, available in two sizes: standard plush and mini mascot. Pricing details will be announced closer to launch.
These new lines represent SEGA’s next step in expanding its intellectual properties across real-world consumer products. With their charming designs and franchise-spanning characters, SEGA Cooro and LABBIES are expected to appeal to both dedicated fans and casual collectors alike.
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