Sonic's summer with ZETA DIVISION ended on September 20, following a Tokyo Game Show showdown with k4sen and an official farewell from the esports organization.
Takashi Iizuka says SEGA itself proposed Sonic’s ZETA DIVISION collaboration as part of a wider push across Japan and Asia, with Sonic Team now thinking about people who watch games as well as those who play them.
ZETA DIVISION has revealed the first Sonic merchandise for its Tokyo Game Show 2026 collaboration, with the Sonic x k4sen T-shirt priced at ¥8,800 and advance reservations now open for venue pickup.
Sonic the Hedgehog has joined ZETA DIVISION’s Creator division for the summer, with new content and collaborative merchandise featuring streamer k4sen planned as part of the esports team’s fifth anniversary celebrations.
