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.”

Related: Talkin’ Toys: Disguise Stays On-trend To Dress-up the World For Halloween and Beyond

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.