SEGA has announced a new addition to its plush merchandise lineup, revealing fresh characters for the SEGA LABBIES™ series. The latest wave of plush toys will launch on March 19, 2026, and will be available at both SEGA STORE TOKYO and SEGA STORE SHANGHAI.
SEGA LABBIES is a whimsical plush line that reimagines popular characters from SEGA and Atlus franchises as teddy bear-style plush toys. Each design blends the appearance of a classic stuffed bear with recognizable elements of the characters they represent, creating a collectible series with a distinctive visual style.
The newest additions introduce three characters from across SEGA and Atlus properties. From the Sonic the Hedgehog series comes Shadow the Hedgehog, joined by Mine Yoshitaka from the Yakuza series and the protagonist of Persona 3 Reload.
Each character will be available in two different sizes as part of the release. The lineup includes a larger plush version as well as a smaller mascot-sized variant designed for display or keychain-style collecting.
Pricing for the items has been set as follows:
• Plush (large size) – ¥6,600
• Mascot (small size) – ¥3,850
Both versions feature the distinctive SEGA LABBIES design, reinterpreting the characters through the brand’s signature teddy bear aesthetic while preserving recognizable elements such as hairstyles, clothing, and color schemes.
The products will first be available through official SEGA retail locations, including SEGA STORE TOKYO inside Shibuya PARCO, as well as SEGA STORE SHANGHAI. Additional retailers carrying the items have not yet been announced.
The SEGA LABBIES line has gained attention in recent years thanks to its unusual concept. Instead of traditional character plush designs, the series transforms well-known characters into bear-like figures while still retaining visual cues tied to their original appearances.
With the addition of Shadow from the Sonic franchise, the newest wave expands Sonic’s presence within the SEGA LABBIES collection while also bringing together characters from multiple SEGA and Atlus titles.
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