Sonic is getting a DNA figure. Yes, really.
As part of Sonic the Hedgehog’s 35th anniversary project, SEGA has revealed the SONIC THE HEDGEHOG DNA FIGURE, a new life-size display piece that turns Sonic’s most recognizable traits into synthetic DNA and seals it inside the figure itself.
The figure will be displayed for a limited time at SEGA STORE TOKYO on the 6th floor of Shibuya PARCO beginning June 23, 2026, the day Sonic officially celebrates his 35th anniversary.
The idea is certainly one of the more unusual anniversary projects we have seen so far, but the concept is easy to understand once SEGA explains it. Rather than simply creating another statue based on Sonic’s appearance, the project redefines the qualities that make Sonic who he is as a kind of “character DNA.”
Those traits include his blue body, supersonic speed, Boost ability, free and cool personality, love of adventure, ability to curl into a ball and spin, and, naturally, his inability to swim.
Using DNA synthesis technology, those characteristics have been designed and synthesized as “Sonic’s DNA,” then placed inside the life-size figure. The DNA is sealed inside a Chaos Emerald positioned near Sonic’s chest, giving the display a more futuristic and symbolic touch than a standard anniversary statue.
SEGA says the project is meant to express that Sonic’s core identity has not faded, even after 35 years. The Blue Blur may have changed forms across games, films, animation, comics, music, and merchandise, but the traits that define him are still instantly recognizable.
SEGA STORE TOKYO will also feature panels showing Sonic’s DNA design blueprint, explaining how Sonic’s characteristics were interpreted through this new approach. A concept movie for the project has also been released and is planned to be shown at the store.
The SONIC THE HEDGEHOG DNA FIGURE was created in collaboration with LOM BABY, a science-focused collective built around the theme of “the birth of life.” The group works with artists, engineers, and scientists to create DNA Figures by synthesizing DNA sequences inspired by the defining traits of characters, brands, and intellectual properties, then sealing that DNA inside specially designed display pieces.
According to SEGA, this marks LOM BABY’s first collaboration using its DNA Figure format with a game IP. The partnership combines SEGA’s iconic mascot with LOM BABY’s unique approach to translating fictional characteristics into symbolic genetic data, resulting in one of the more unusual Sonic anniversary projects to date.
The display will include the SONIC THE HEDGEHOG DNA FIGURE, the Sonic DNA blueprint, and the concept movie at SEGA STORE TOKYO. The store is located at Shibuya PARCO, 15-1 Udagawacho, Shibuya-ku, Tokyo.
Sonic’s 35th anniversary has already brought a wide range of collaborations, events, merchandise, music releases, pop-up shops, and anniversary initiatives, but this one definitely stands out. A Sonic figure with synthetic “Sonic DNA” sealed inside a Chaos Emerald is not the sort of anniversary item anyone could have guessed, which is probably what makes it so memorable.
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