Sonic Prime Logo | Source: SEGA of America

The Blue Blur is primed for a big year.

Jakks Pacific extended its long-running Sonic the Hedgehog licensing partnership with SEGA of America to include the upcoming Netflix animated series, Sonic Prime.

Under the new deal, Jakks will design, produce, and market a full range of action figures, playsets, vehicles, plush, and collectibles inspired by the show. Disguise — the costumes and seasonal division of Jakks Pacific — is on board as the official costume and accessory partner for the series with global distribution rights.

“SEGA has done a tremendous job telling the story of Sonic through a multitude of medium forums,” says Craig Drobis, senior vice president of marketing, Jakks Pacific Inc. “In addition to the high-octane video games they continue to release, and the forthcoming theatrical launch of Sonic the Hedgehog 2, Sonic Prime’s premiere on Netflix this year will keep fans engaged with the property and give Jakks a whole new Sonic multiverse to explore through toys and costumes. Our customers are not just kids, but also collectors, and this brand consistently hits the mark with retailers and fans year after year.”

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Sonic Prime is being developed in partnership with WildBrain and has been described as a high-octane adventure where the fate of a strange new metaverse rests in Sonic’s gloved hands.

Jakks says it plans to have the full range of Sonic Prime-inspired toys and costumes ready to debut at retail in 2023.