SEGA and animate are kicking off their year-long global collaboration with Sonic the Hedgehog.
Beginning June 6, animate stores in Japan and overseas will host the Sonic the Hedgehog Only Shop, Fair, and Gratte campaign as the first part of a larger project spotlighting SEGA Group IPs across more than 140 animate locations worldwide.
The global project will feature eight major IPs from SEGA and its group companies, giving fans opportunities to experience displays, playable game demos, merchandise sales, themed cafe drinks, and other collaborations throughout the year.
For Sonic the Hedgehog, the first phase will include Only Shop displays and fairs at select overseas animate stores, while stores in Japan will host the Sonic fair and Gratte collaboration.
The overseas Only Shop and Fair will run from June 6 through June 21, with the fair continuing until June 28, at animate Shanghai Flagship Store, Shanghai Wujiaochang, Chengdu, Hangzhou, Taipei, Hongdae, Kuala Lumpur, and Los Angeles. Bangkok will also host the event from June 6 through June 28. Select locations, including Hangzhou, Taipei, Hongdae, Kuala Lumpur, and Bangkok, are planned to include playable game demo stations.
The wider Sonic fair will run from June 6 through June 28 at multiple animate locations, including Ikebukuro Flagship Store, Akihabara, Shibuya, Kichijoji PARCO, Yokohama VIVRE, Sendai, Nagoya, Osaka Nipponbashi, Umeda, Okayama, Guangzhou, Hong Kong, Taichung, Kaohsiung, Busan, Jamsil Lotte, Rangsit, London, and animate Online Shop. Beijing will hold the fair from June 6 to June 7 and again from June 26 to June 28, while Xiamen will run it from June 24 through June 28.
During the fair, fans in Japan will receive one postcard for every 1,100 yen spent or reserved on eligible Sonic the Hedgehog goods. Purchases or reservations of books, audio, or visual products also qualify for one postcard per item, as long as the deposit is at least 1,100 yen. Gratte food and drink purchases or reservations will also include one postcard per item. The bonus postcard lineup includes 10 designs, with designs distributed at random. Overseas campaign conditions may vary by store.
The Sonic Gratte collaboration will also run from June 6 through June 28. Participating locations include animate Ikebukuro Flagship Store, Akihabara ANNEX, Shibuya, Kichijoji PARCO, Yokohama VIVRE, Sendai, Nagoya, Osaka Nipponbashi, Umeda, Okayama, Shanghai Flagship Store, Chengdu, Hangzhou, Hong Kong, Taipei, Hongdae, Jamsil Lotte, Bangkok, and Kuala Lumpur.
Gratte locations will offer graphic lattes, which feature character artwork printed on the cream of the drink, along with themed icing cookies.
Sonic the Hedgehog will celebrate his 35th anniversary on June 23, 2026. Since debuting in 1991, the series has surpassed 1.77 billion units across full games and free-to-play titles combined, while expanding into movies, animation, music, merchandise, and other entertainment.
With Only Shop displays, worldwide fair locations, themed Gratte drinks, icing cookies, postcards, merchandise, and game demo opportunities, the Sonic the Hedgehog animate collaboration gives fans across several regions another way to celebrate Sonic’s 35th anniversary this June.
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