Build-A-Bear readies Sonic the Hedgehog plush

The company has partnered with SEGA to offer fans a new line of Sonic merchandise, including limited-edition Sonic print, digital sound chip and more.
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Build-A-Bear Workshop has developed a new Sonic the Hedgehog line as part of the firm’s latest partnership with SEGA

To mark the 25th anniversary of Sonic this year, Build-A-Bear is offering an online exclusive bundle consisting of a 17-inch Sonic the Hedgehog plush, a plush gold ring wrist accessory and a limited-edition Sonic print.

In addition, Sonic furry-friend tee, a 13-inch pre-stuffed Tails and a Sonic Three Special Stage Background Music digital sound chip will be available separately or can also be added to the exclusive bundle order.

“Our partnership takes this momentous occasion to a whole other level,” said Anoulay Tsai, director of licensing at SEGA of America.

“Build-A-Bear has ingeniously formulated a way to capture the collectors market, and we’re honoured to be afforded the opportunity to (pun intended) build this unprecedented program in SEGA history. We hope to captivate devoted fans and introduce Sonic to a new audience with this furry friend.”

Gina Collins, chief marketing officer at Build-A-Bear Workshop, added: “Sonic the Hedgehog is one of the most iconic characters in the gaming world, and SEGA is a fantastic addition to our world-class portfolio of licensed partners that continues to appeal to Build-A-Bear Workshop guests of all ages.

"We worked closely with the team at SEGA to create an online exclusive bundle and in-store offerings that appeal to Sonic fans, and we’re excited to launch them in time for the holidays.”

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