Zappies braces for Sonic and Halo toy launch

The licensed toys will be supported by heavy PR activity as both gaming franchises release anniversary titles this year.
Publish date:

Zappies’ collection of licensed toys featuring characters from hit video game franchises Sonic the Hedgehog and Halo will go on sale from August 29th.

This year, Sonic celebrates its 25th anniversary and Halo its tenth. Two video games – Sonic Generations and Halo Anniversary – will be launched to recognise the milestones and hefty marketing campaigns are in the works for both titles. 

Zappies has timed the release of the toys so that they hit retail when the buzz around the video games is at its maximum. 

Andrew Hardwidge, sales director at Zappies, told ToyNews: "We have had a tremendous response to our ranges based on the Halo and Sonic characters.

"Both licences will receive huge backing from Sega and Microsoft." 

Speaking about the advantages that video game brands have over traditional character licences, Hardwidge said: "The advertising budgets of some of the games companies is huge, so children will see the pixelated heroes everywhere they look, so toys which are licensed to these characters are always in great demand.

"More and more top characters are starting to come from computer games as they take up more of a child’s leisure time.

"Video game characters broaden the age range of your target audience: children are excited by the character and teenagers and adults have grown up with Sonic – this allows us to target a far wider range of retailers who will be able to sell the products."


Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019