Sonic the Hedgehog x ROUND1 Collaboration Campaign Starts July 10 Across Japan

Sonic the Hedgehog is heading to ROUND1 for a new nationwide collaboration campaign in Japan.

The Sonic the Hedgehog x ROUND1 Collaboration Campaign will begin on Friday, July 10, 2026 at 10:00 AM and will run through Monday, October 12, 2026.

According to the announcement, the campaign will be held across all ROUND1 locations. The teaser says Sonic, who remains hugely popular through games, will be taking over a “real playground,” pointing to a collaboration built around ROUND1’s entertainment spaces.

Full details have not been announced yet. ROUND1 has not revealed whether the campaign will include exclusive merchandise, prizes, themed activities, food and drink items, arcade promotions, or other location-based offerings.

The collaboration joins Sonic’s growing 35th anniversary lineup, which has already included game updates, live events, apparel, collectibles, food and drink campaigns, pop-up shops, and other real-world brand partnerships in Japan and overseas.

With the campaign set to run for more than three months, Sonic fans in Japan will have plenty of time to visit once the full details are revealed.

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