SEGA and JAKKS Pacific have officially announced the renewal of their global partnership for the Sonic the Hedgehog merchandise line, extending their collaboration through 2029. The agreement secures JAKKS Pacific’s role as the lead global toy partner for the Sonic franchise, continuing its work designing, manufacturing, marketing, and distributing Sonic-branded products worldwide.
Originally introduced in 2019, JAKKS Pacific’s Sonic the Hedgehog product range has achieved remarkable success, offering a wide variety of action figures, playsets, vehicles, plush toys, and collectibles available across major retailers both online and in stores. The renewed partnership promises even more creative expansions inspired by Sonic’s fast-paced universe.
“Our Sonic the Hedgehog line continues to perform strongly at retail and has consistently connected with fans worldwide throughout our partnership with SEGA over the last six years,” said Virginia Reneau, Senior Vice President of Licensing at JAKKS Pacific. “From action figures to playsets and plush, the brand has seen steady growth since the beginning of our collaboration, and we look forward to building on that momentum with exciting new offerings well into the future.”
Alex Gomez, Vice President of Licensing & Partnerships at SEGA of America, added, “JAKKS Pacific has continued to play a key role in translating SEGA’s legacy into standout, high-quality merchandise that resonates with fans across all generations. As we look ahead to this fall and beyond, the expansion of our partnership will deliver a new wave of products that celebrate the rich history of the brand while embracing an exciting future.”
JAKKS Pacific’s Sonic the Hedgehog lineup remains one of the most popular toy collections inspired by the franchise, featuring standout products such as the 4-inch articulated figure line and the Sonic Speed RC. These items have introduced fans of all ages to new, interactive ways to experience Sonic’s world.
With the partnership renewed through 2029, fans can look forward to new waves of Sonic merchandise that continue to celebrate SEGA’s iconic blue blur and his enduring legacy in gaming and pop culture.
Stay tuned to Sonic City for more news and updates on Sonic merchandise and collaborations.
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