SEGA and JAKKS Pacific have renewed their global partnership for the Sonic the Hedgehog merchandise line through 2029, continuing their collaboration to produce action figures, playsets, plush toys, and collectibles inspired by Sonic’s iconic universe.
SEGA and FREAK’S STORE are teaming up to celebrate SEGA’s 65th anniversary with a limited-edition streetwear collection featuring Sonic the Hedgehog, Yakuza, Puyo Puyo, NiGHTS, SEGA Saturn, Crazy Taxi, and OutRun — launching November 5 across Japan.
INFOLENS has announced the PUMA x Sonic the Hedgehog “Super Sonic Collection,” featuring Sonic, Shadow, and Tails in a bold lineup of sneakers, hoodies, and accessories launching October 30 in Japan.
Producer Lee Cocker says SEGA’s new partnership with the International Olympic Committee centers on merchandise, not a new Mario & Sonic at the Olympic Games entry.
SEGA and PUMA are teaming up for a new Sonic the Hedgehog collection launching October 30, 2025, with sneakers, apparel, and free in-game decals for Sonic Racing: CrossWorlds.
COSPA has revealed a new Sonic the Hedgehog collection debuting at Tokyo Game Show 2025, featuring graphic apparel, classic Sonic jackets, and practical accessories with vivid designs.
SEGA and Don Quijote are teaming up for a Sonic Racing: CrossWorlds collaboration, launching September 27 with exclusive merchandise and Donpen-themed in-game stickers.
SEGA of America and Console Heroes are bringing back 90s nostalgia with The SEGA Circular Challenge, a limited-time campaign running September 12–14, 2025, offering free retro-inspired collectibles.
SEGA and Market Studios are launching a Sonic the Hedgehog streetwear capsule collection on September 12, 2025, with a Los Angeles launch event featuring games, music, and exclusive giveaways.
SEGA and apparel brand Steady Hands have released an exclusive Sonic the Hedgehog capsule collection, featuring five premium graphic tees spotlighting Sonic, Knuckles, Shadow, Dr. Eggman, and Super Sonic.
LEGO has announced 40769 SEGA Genesis Controller, a 260-piece set launching September 8, 2025, featuring a detailed controller build with a surprise Green Hill Zone display.
Sonic and Hello Kitty unveiled the Sonic & Friends x Sanrio plush collection at Tokyo Toy Show 2025, featuring six character pairings with release dates starting October 31 in Japan.
A pint-sized Sonic arcade cabinet is on the way, featuring Sonic the Hedgehog and Sonic the Hedgehog 2. My Arcade’s Joystick Player briefly went live for pre-order at $59.99 before vanishing.
The 10th installment of the Animate Osaka Kansai Expo Store’s rotating POP-UP space is now live, celebrating SEGA with exclusive Sonic merchandise, large displays, and original SEGA hardware on show until August 28.
A palm-sized Sonic Mini Pinball headlines INFOLENS’s new tabletop lineup, launching in late October with pre-orders now open.
Three bold PUMA sneakers inspired by Sonic, Tails, and Shadow launch October 30, 2025, blending character flair with classic sneaker designs.
The SEGA POP-UP in Animate Osaka Expo 2025 will run from August 15 to 28, offering exclusive Sonic items alongside other SEGA franchise goods.
Deadly Six and IDW fans rejoice. New villain-themed Sonic plushes from Great Eastern Entertainment are now available for pre-order.
Limited-edition Sonic-themed Timberland boots and apparel arrive August 9 at Timberland Shibuya PARCO.
Kess Entertainment revealed a customizable character card for Sonic Roll during Gen Con 2025, letting players create their own racer with pre-set abilities.
Funko has announced a rare Pop! Chaos (Translucent) figure limited to 1,200 units worldwide, launching August 22 for $39.99.
RSVLTS has released a new Sonic collection featuring premium button-downs, polos, hats, and shorts, blending Classic Sonic style with high-quality materials.
Shadow’s never had a real ice cream bar, but GameStop’s new scented plush imagines what it could have been.
Sonic, Tails, Knuckles, and Shadow join Funko’s new 7-inch Pop! Plush lineup, with pre-orders live now ahead of a September 2025 release.
Hot Toys’ Sonic the Hedgehog Cosbi and Cosbaby figures have officially launched in Japan, with exclusive availability at SEGA STORE TOKYO and Yodobashi Camera.
Limited Run Games has delayed the Sonic X Shadow Generations Collector’s Edition statue, nearly a year after pre-orders opened, leaving fans still waiting for the premium centerpiece.
Despite new purchase limits, resellers rushed to list Sonic’s Secret Lair drop at inflated prices just hours after launch.
The Sonic Secret Lair goes live today with Chaos Emerald cards, custom Commander spells, and a strict two-item-per-product cap.
Sonic's Secret Lair bonus cards have been revealed, and getting one of each is going to be very tricky.
SEGA launches fresh Sonic T-shirts and smartphone cases through Amazon’s Merch on Demand service in Japan, just in time for summer.
CptnAlex Designs launches a limited line of premium Sonic-themed controllers for Xbox, PlayStation 5, and Nintendo Switch—only 200 units per design.
SEGA’s first official flagship store in Japan opens at Shibuya PARCO on July 18, offering exclusive Sonic the Hedgehog items, live events, and immersive experiences.
SEGA’s transmedia expansion continues with the debut of SEGA Cooro and SEGA LABBIES, two original plush toy lines starring Sonic the Hedgehog and Yakuza characters.
SEGA and Wizards of the Coast team up for a Sonic-themed Magic: The Gathering drop featuring original art, reimagined cards, and iconic characters.
Sonic as The Flash, Amy as Wonder Woman, and Shadow as Batman lead the first wave of DC x Sonic Funko Pops, with more on the way this August.
Sonic, Amy, Silver, and Shadow join the Justice League in JAKKS Pacific’s new DC x Sonic figure line, now available for pre-order at Target.
