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Jakks Pacific named global toy partner for SEGA’s Sonic the Hedgehog

The US toymaker Jakks Pacific has been named the global toy partner for SEGA’s Sonic the Hedgehog video game brand.

The multi-year licensing deal will see Jakks manufacture, market and distribute its range of playsets, action figures, plush and collectables across the globe, with the exception of Asia.

SEGA’s Sonic the Hedgehog franchise launched in 1991 and continues to be one of the most popular gaming brands of all time, with over 800 million units sold or downloaded to date. Sonic has expanded its franchise across games, mobile, TV, comics and a movie slated for release this November.

Jakks will be showcasing its line of Sonic the Hedgehog toys at New York Toy Fair.

“We are incredibly excited to work with SEGA of America to bring this iconic property and character to life,” said Craig Drobis, SVP marketing, Jakks Pacific. “The Jakks line of toys, role play and dress-up extends the Sonic experience from screen time to play time.”

Anoulay Tsai, licensing director, SEGA of America, added: “As a best in class toy company that possesses an exemplary track record with legendary brands in the gamins space, it made perfect sense for us to enter into a partnership with Jakks Pacific.

“This is a great step forward for SOnic the Hedgehog as we endeavour to break barriers at the speed of sound in toys.”

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