Source: Jakks Pacific

The Blue Blur is gearing up for more adventures in the toy department.

Jakks Pacific and SEGA of America renewed their licensing agreement that continues Jakks’ role as a key global partner for the Sonic the Hedgehog franchise. Under the renewed deal, Jakks will design and produce action figures, playsets, vehicles, plush, and other collectibles inspired by both classic and modern depictions of the iconic video game character and his world beginning next year.

“Our line of Sonic the Hedgehog products consistently hit the mark with retailers and fans, and we are excited to continue to develop innovative toys with SEGA that resonate on a global scale,” says Craig Drobis, senior vice president of marketing, Jakks Pacific Inc.”Our Sonic figures, playsets and plush have seen consistent sales growth since our partnership with SEGA began. There is more great product to be introduced for this fall and for several years to come.”

Related: SEGA Reveals Sonic the Hedgehog 30th Anniversary Licensing Program

The Sonic franchise is currently in the midst of its 30th anniversary celebration and next year will see the release of Paramount Pictures’ Sonic the Hedgehog 2 in theaters everywhere.

“Jakks Pacific has been an integral partner in bringing our vision for unique, high-quality Sonic collectibles to market over the past two years, and we’re ecstatic to expand our partnership them as we enter the next decade of the franchise,” says Alex Gomez, licensing director, SEGA of America. “The new collection is sure to bring Sonic fun to new heights with merchandise tied to upcoming projects and will feature the Blue Blur in his classic and modern form, with something special for Sonic fans of every generation.”

Sonic the Hedgehog first hit video game consoles on June 23, 1991.

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.