The deal gives Tomy rights to develop and distribute a range of Sonic the Hedgehog-branded toys and electronic items.
The two-year deal will grant the company access to a large back catalogue of characters and stories from two decades of Sonic games, to create a range of new and innovative toys and collectibles for fans and collectors.
To complement the line, Tomy has signed a pan-European distribution agreement with US toy manufacturer Jazwares. The deal, which commences February 1st, 2010, and will run through to December 31st, 2012, will see Tomy sell toys from Jazwares’ extensive catalogue of merchandise.
Robert Mann, CEO of Tomy Europe said: “These are two hugely exciting agreements for Tomy. Sonic the Hedgehog is one of the most iconic characters in the history of videogaming and has brand recognition reaching far beyond.
"Sonic players have been fanatical about collectibles and merchandise, and today’s generation are no exception. We’re looking forward to working with both Jazwares and SEGA to bring some really innovative and exciting products to market.”
To accompany the release of the range, Tomy will be releasing a collection of collectible figurines featuring the classic Sega characters.
A choice of action figures, plush toys and figurines will be available, including 6” Super Posers, posable action figures with over 25 points of articulation; 7” Soft Figures - plush characters and a Sonic the Hedgehog Comic Book Pack, a collector’s edition 200th issue, complete with two exclusive 3¾” posable action figures.