The world’s first official SEGA store is finally open.
This week, SEGA Store Shanghai opened for business inside the Bailian ZX shopping mall at the city’s heart. As the video game company’s first foray into retail, SEGA is pulling out all the stops. The shelves are full of toys, plush, and other collectibles featuring the company’s legendary IP, from Sonic the Hedgehog to Shinobi. Visitors can browse the merch, check out the interactive displays, and participate in memorable in-store experiences like photo-ops.
SEGA just opened its first storefront in Shanghai. | Source: SEGA
Kids and kidults alike can shop new merchandise and toys inspired by SEGA's IP. | Source: SEGA
This store brings SEGA's games off the screen and onto toy shelves. | Source: SEGA
The store features interactive displays and exclusive photo-ops. | Source: SEGA
This store is the first of SEGA's efforts to expand its IP across media. | Source: SEGA
This storefront represents SEGA’s current strategy to expand its impressive portfolio of digital IP beyond the realm of video games. Echoed by the establishment of its Transmedia Business Unit in 2024, the company is taking measures to integrate its characters into new forms of media, giving fans a fresh way to engage and connect with the brand. The flagship store is only the beginning, paving the way for further transmedia expansion throughout the coming years.
SEGA Store Shanghai is open now at the Bailian ZX shopping mall in Shanghai. For more information about the grand opening, visit SEGA’s website.
