Source: TOMY/The Toy Book

The Blue Blur is speeding into a new category thanks to a deal between TOMY International and SEGA of America.

As part of Sonic the Hedgehog’s 30th Anniversary celebration, Sonic and other characters from the iconic video game franchise will join TOMY’s Club Mocchi- Mocchi- plush collection.

The first offering is a 15-inch, super-soft, squishable plush version of Sonic the Hedgehog that will debut exclusively at Target this month with wider distribution planned for fall.

“The signature look and feel of our Club Mocchi- Mocchi- items will even turn Sonic’s quills into the most huggable quills ever,” says TOMY’s Director of Global Brands, Morgan Weyl.


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Over the next year, SEGA will celebrate Sonic’s legacy through new products and partnerships as the brand looks ahead to a big year in 2022 that will see the debut of a new Netflix Original Series, Sonic Prime, and Paramount Pictures’ theatrical release, Sonic the Hedgehog 2. The renewed partnership with TOMY will help keep the excitement moving with new products throughout the year.

“TOMY has a long-standing reputation for high-quality plush toys not only in the industry but is well revered with Sonic collectors as well,” says Michael Cisneros, manager of licensing at SEGA of America. “Fans have embraced Sonic in so many different mediums, and these super-soft, Club Mocchi- Mocchi- plushies will be ones they can hug and cherish for years to come.”