The Blue Blur is heading into some new toy categories.
PMI Ltd. inked a deal with SEGA and WildBrain to create a new range of novelty toys and games inspired by Sonic Prime, the new CG-animated Sonic the Hedgehog adventure series that’s set to debut on Netflix later this year. WildBrain CPLG brokered the deal on behalf of WildBrain and SEGA of America, the producers of the series, while Big Picture Licensing repped PMI.
“Partnering with the iconic Sonic brand will no doubt be a huge adventure! Our new product line based on the new Sonic Prime series, features a mix of core designs and some very cool new designs that are going to make a lot of noise in the market,” says Omer Dekel, chief operating officer, PMI. “On a personal note, I now get an extra kick seeing how much my young son loves Sonic, just as I did when I was a boy myself.”
PMI plans a multi-territory launch for its Sonic Prime products early next year. The range is set to include collectibles, minifigures, clip-on plush, stampers, games, and more. WildBrain notes that PMI joins additional newly signed licensees for Sonic Prime, including Ravensburger for puzzles and E Plus M for apparel.
In Sonic Prime, the action-packed adventures of Sonic the Hedgehog go into overdrive when a run-in with Dr. Eggman results in a literal universe-shattering event. Desperate to piece his prime reality back together and save his old friends, Sonic races through the Shatterverse, discovering strange worlds and enlisting new friends in an epic adventure of a lifetime! Slated for
Sonic Prime synopsis — source: WildBrain
“Sonic the Hedgehog has continued to shatter records in 2022, becoming one of the largest entertainment brands in the world and we’re proud to be partnering with PMI whose reputation proceeds themselves within the licensing space,” says Ivo Gerscovich, senior vice president and chief brand officer for Sonic the Hedgehog at SEGA.
In recent years, Sonic the Hedgehog has been an increasingly hot property for SEGA, spawning a pair of live-action feature films with a third on the way. Additionally, a spin-off series based on Knuckles is in development for Paramount+.
