SEGA and McLaren announce a multi-year partnership bringing Sonic to Formula 1 as part of the 2025 Racing Around the World campaign.
SEGA is bringing Sonic to real-world attractions across the globe, with projects now in development for the US, Europe, Japan, and South America.
Sonic’s June 23 birthday celebration included a Sanrio collaboration, new PayPay card designs, limited-edition T-shirts, and a week-long Joypolis event.
Sonic, Tails, and Knuckles speed into Supercell’s hit multiplayer game Squad Busters starting June 17, bringing classic abilities, Green Hill Zone, and a face-off with Dr. Eggman.
SEGA has announced a new music-focused Sonic the Hedgehog live event featuring DJ Tomoya Ohtani and Jun Senoue’s trio band, set for July 12 in Takadanobaba, Tokyo.
Celebrate Sonic’s 34th anniversary with exclusive merch and surprises at a limited-time pop-up shop in Tokyo Skytree Town from June 14 to 29.
From May 30 to June 13, Sonic Rumble players can unlock exclusive Sonic Prime skins, emotes, and effects in a multiverse-themed event celebrating the Netflix series.
From May 29 to June 26, Sonic and friends join Asphalt Legends Unite in a high-speed collab featuring Collector Mode, iconic ring sounds, character-themed vehicles, and classic music.
Celebrate Sonic’s 34th anniversary in Phantasy Star Online 2: New Genesis Ver.2 with themed outfits, special quests, Build Parts, and city decorations starting June 4!
Sonic’s 34th birthday celebration kicks off at Tokyo Joypolis with themed food, special tickets, exclusive merch, and a live “SoniSta!” event featuring Takashi Iizuka and Kazuyuki Hoshino!
To celebrate Sonic’s 34th anniversary, a special collaboration with Phantasy Star Online 2: New Genesis kicks off June 4, 2025—complete with new artwork and in-game content.
Collect Rings with Sonic, Tails, Knuckles, Amy, Shadow, Eggman or Chao in this high-speed crossover celebration.
Sonic and Shadow speed into The Battle Cats for a limited-time event packed with gacha units, themed stages, and special rewards.
A surprise teaser hints at a Sonic x Asphalt Legends Unite collaboration as part of SEGA’s Racing Around the World campaign.
Neon suits, movie skins, and a new stage await as Sonic Rumble celebrates Sonic the Hedgehog 3 with its latest in-game event.
As Sonic's licensing revenue hits over $1 billion, SEGA's VP of Brand Marketing breaks down how campaigns like Racing Around the World are turning Sonic into an "always-on" lifestyle icon.
SEGA has kicked off a new global celebration, Racing Around the World, featuring Red Bull stunts, mobile game tie-ins, and more—all leading up to the launch of Sonic Racing: CrossWorlds.
SEGA’s iconic mascot will represent the tournament held in Tainan, Taiwan, promoting youth sports and international friendship.
Sonic and the Black Knight-themed skins arrive in Sonic Rumble’s Pre-Season 4, bringing medieval flair to the game while global players continue waiting for access.
Sonic races into Sanrio’s 40th anniversary celebrations with a new Hello Kitty crossover, daily voting, and exclusive merchandise now available.
The immersive and family-friendly Sonic the Hedgehog Speed Cafe pop-up is set to open in Chamblee, GA, on January 18, 2025. This nostalgic dining experience marks the newest collaboration between…
At The Game Awards 2024, held at the Peacock Theater in Los Angeles, SEGA delivered a trio of thrilling announcements that have the gaming community buzzing. The highlights included a…
Sonic and friends have returned to Angry Birds 2 and Angry Birds Friends! Earlier this year, SEGA and Rovio hosted crossover events across their mobile games, including Sonic Forces: Speed…
Celebrate the Excitement of Sonic the Hedgehog 3—In Theaters December 20th, 2024!
SEGA and world-renowned pop artist Romero Britto are thrilled to announce the debut of the BRITTO x Sonic collaboration! This exciting partnership merges Britto’s vibrant pop art style with the…
As Sonic the Hedgehog 3 speeds closer to its theatrical release, AMC and Regal theaters in the U.S. are unveiling a variety of exciting collectibles and promotions to get fans…
The highly anticipated second trailer for the equally awaited third installment in the Sonic Cinematic Universe is here! Check it out below: https://youtu.be/LH1J1EbqCaI SHOWTIME. Watch the new trailer for #SonicMovie3,…
Get ready, Sonic fans! Starting Friday, November 15, 2024, Sonic the Hedgehog and friends are speeding into all Topgolf locations across the U.S. and Glasgow to launch Topgolf Sonic the…
SEGA and Filipino-American artist Louis De Guzman have announced an exciting new collaboration celebrating the iconic Sonic the Hedgehog. Set to debut in November 2024, this limited-edition collection combines De…
~ Enhance your gaming time with the newly released Sonic × Shadow Generations through delivery ~
In celebration of the release of Sonic x Shadow Generations, SEGA recently unveiled rare, early concept sketches of Shadow the Hedgehog and his standalone game to Eurogamer, shedding light on…
On October 8, 2024, AirAsia announced a collaboration with SEGA and its group company ATLUS, featuring Sonic the Hedgehog and Persona 5. In this collaboration, special planes will be created…
Today, during the fourth annual Sonic Central virtual event, SEGA revealed a slew of announcements for upcoming titles including SONIC X SHADOW GENERATIONS, Sonic Rumble, Sonic Dream Team, as well as details on…
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Today, SEGA of America announced the company's fourth annual Sonic the Hedgehog virtual event, Sonic Central, will take place tomorrow, Tuesday, September 24 at 12pm ET / 9am PT. Sonic fans can tune into Sonic Central…
SEGA has released a new, exclusive interview with Sonic Team Creative Officer Takashi Iizuka, who sat down to answer questions from fans in the Sonic community about Shadow the Hedgehog…
Sonic has been appointed as the official ambassador (promotional representative) for the 18th Japanese Karate Judges Organization (JKJO) All Japan Junior Karate Championship, Minister of Education, Culture, Sports, Science, and Technology Cup!…
