The worlds of Sonic the Hedgehog and Hello Kitty have finally collided.
SEGA and Sanrio have partnered to launch the first phase of the Sonic the Hedgehog Sanrio collection of consumer products.
The initial range will include ten-inch plush featuring mash-ups of SEGA’s Sonic, tails, Knuckles and Amy with Sanrio’s popular Hello Kitty, Badtz-Maru, Chococat and My Melody.
The move arrives as SEGA continues its 25th anniversary celebrations for the iconic Sonic the Hedgehog franchise.
“SEGA and Sanrio both have a rich history in creating whimsical creative characters that transcend generations along with a loyal dedicated fan base,” said licensing director of SEGA of America, Anoulay Tsai.
“With 2016 marking Sonic’s 25th anniversary, we’ve stepped out of the box by creating innovative collaborations with iconic brands like Hello Kitty to reinforce the relevance, longevity and strength of our beloved blue hedgehog.
“We hope to surprise and delight our fans through our combined efforts.”
The second phase of the collaboration will feature expanded categories including plush and collectable vinyl figures from Toynami and will include co-branded SEGA and Sanrio character designs.