Sonic the Hedgehog is once again racing through the Shatterverse.
With season two of Netflix’s Sonic Prime set to release on July 13, WildBrain CPLG and SEGA of America have entered into cross-category licensing partnerships in various markets around the world to offer fans new opportunities to engage with the brand and its iconic characters. New licensees include Aymax, Bioworld International, Fen, Diramix, Artesania Cerdà, La Plume Dorée, Ravensburger, and Play by Play.
A homewares deal with Aymax includes bedding, towels, cushions, and blankets for Belgium, France, Germany, Luxembourg, the Netherlands, Portugal, and Spain.
Bioworld International is set to launch Sonic Prime-themed apparel and accessories in the UK and Ireland including hoodies, loungewear, sleep sets, keyrings, badges, socks, hairbands, and jackets. In Turkey, Fen signed on to bring Sonic and friends outdoors with products including outdoor playsets, bicycles, swings, and activity tables.
Diramix will offer sticker albums, sticker packs, 3D toppers, and more in Italy, San Marino, Vatican City, and Ticino. Artesania Cerdà will offer backpacks, activity books, stationery, pencil cases, and more in Andorra, Portugal, Spain, and the UK. La Plume Dorée is on board to release stationery and accessories in France including agendas, pencil jars, luggage, and more.
Ravensburger will release Sonic Prime toys and games including 2D and 3D puzzles and arts and crafts sets in Europe, the Middle East, and Africa. Finally, Play by Play will release plush figures in Spain, Portugal, Andorra, Italy, and Greece.
“Sonic Prime is an incredible example of what can happen when strong partners come together to supercharge a beloved, known IP with amazing new content,” says Maarten Weck, Executive Vice President and Managing Director at WildBrain CPLG. “Sonic the Hedgehog has a massive and very passionate fanbase around the world, devoted to the ‘blue blur.’ It has been fantastic to watch the licensing program for Sonic Prime really take off in markets across the globe. Together with SEGA, with whom we already have a long-standing partnership on the classic Sonic the Hedgehog brand, we are committed to delivering many more new and creative ways for fans to engage with Sonic on and off screen. With more episodes of Sonic Prime coming this July to Netflix, we know this adventure has only just begun.”
Ivo Gerscovich, Chief Business and Brand Officer at SEGA of America, adds, “Sonic has always personified traits like collaboration and hard work, which is why the Sonic team continues to bring the brand into new avenues like our longstanding partnership with WildBrain. With the success of Sonic Prime, the Sonic community continues to amaze us with their love and dedication, and we want to give back by creating exceptional merchandise to celebrate both Sonic and our fans.”
Other recent licensees include PMI and JAKKS Pacific with toys, plush, figures, and more set to release this summer.
To learn more about Sonic Prime licensing opportunities, visit SEGA in Booth No. O226 or WildBrain CPLG in Booth No. F214 at Licensing Expo.
The Toy Book and sister publication The Pop Insider will also be in attendance at Licensing Expo next month. Come by Booth No. N249 to meet the team and grab a 2023 Licensing & Entertainment Issue of The Toy Book and our spring issue of The Pop Insider.
To register to attend Licensing Expo 2023 for free, visit licensingexpo.com.
