Jakks Pacific to lead toy roll-out for SEGA’s Sonic the Hedgehog film in 2020

Jakks Pacific will lead the US and EMEA toy roll-out for Paramount Pictures and SEGA of America’s upcoming feature film, Sonic the Hedgehog.

The California-based toymaker will launch a raft of action-packed play-sets and plush items across select territories, starting from January 2020. The launch will mark the first product roll-out for SEGA of America’s full Sonic the Hedgehog movie licensing programme.

To coincide with the movie release, select Build-a-Bear Workshop locations will launch specialty plush items and accessories, while Toy Factory and SEGA Amusement will release novelty products for amusement parks and attractions in North America and Europe.

Beyond toy products, SEGA will also be partnering with Penguin Publishing beginning in December 2019 to support the release of a variety of children’s books.

The licensing programme has been detailed only a matter of weeks ahead of the film’s theatrical debut on February 14 2020. Marking the launch of the live-action feature film, Sonic fans can expect an array of merchandise including toys, collectibles, apparel, publishing and more.

“We’re thrilled to commemorate this momentous event in Sonic’s history by releasing a special line of merchandise tied to the Sonic the Hedgehog film,” said Ivo Gerscovich, chief brand officer, Sonic the Hedgehog & SVP Sega of America.

“We partnered with some of the top licensees in the industry to ensure we deliver quality products and can’t wait for our enthusiastic fans to bring the magic of the film back home with them to enjoy for many years to come.”

The Sonic the Hedgehog movie will be supported with an expansive range of products globally, including a selection of apparel from Bioworld, and youth apparel from Bentex. Internationally, TVM Fashion Lab and Cooneen will release a wide selection of apparel and accessories for kids and adults across EMEA in early 2020.

For fans interested in adding a super-Sonic flare to their households, Sonic bedding from Franco will be available in Spring 2020 from select e-tailers.

In the collectables market, Diamond Select Toys and SEGA will launch a detailed premium statue featuring an iconic scene with Sonic, available in specialty retailers worldwide in Spring 2020. SEGA Shops e-commerce sites will also introduce a capsule collection of items beginning in January 2020 through the film’s release.

The programme will be rounded out with a series of in-theatre promotions, developed by global partners Snapco and Latin American partner Ping Solutions who will offer in-cinema concessions, including drink toppers and popcorn buckets.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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