Source: SEGA of America/The Toy Book

News The Licensing Book

SEGA, General Mills Strike a Deal for Sonic the Hedgehog in the Grocery Aisles

The Blue Blur speeds into the grocery aisle thanks a new licensing deal.

by James Zahn
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Source: SEGA of America/The Toy Book

SEGA of America is collecting some gold rings from General Mills.

The video game maker teamed up with the breakfast food giant to bring Sonic the Hedgehog into the grocery aisles with special edition cereal and fruit snacks. The deal comes ahead of Paramount Pictures‘ release of Sonic the Hedgehog 2 on April 8.

“General Mills is one of the foremost brands in the food industry — especially when it comes to youth-focused products,” says Michael Cisneros, senior manager of licensing at SEGA of America. “This partnership is a really fun and creative way to integrate some iconic aspects of the Sonic games into a whole new product line, and we’re excited to introduce it to Sonic fans.”

Related: Jakks Pacific, Paramount Pictures Preview ‘Sonic the Hedgehog 2’ Toys, Costumes

The new cereal opens up a fresh opportunity for kids to “play with their food” as they collect gold rings like the Blue Blur. Song the Hedgehog Cereal features honey-flavored rings alongside Chaos Emerald and Spin Dash marshmallows. The fruit snacks come in a variety of shapes and flavors for Sonic fans to enjoy.

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.

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