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.


Related: Jakks Pacific Aligns with SEGA’s Blue Blur for Paramount Pictures’ ‘Sonic the Hedgehog 2’ Toys, Costumes

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.”

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.