SEGA and Hype. announce Sonic the Hedgehog collection

SEGA Europe and UK lifestyle brand HYPE. have announced an all-new line of licensed clothing and accessories celebrating SEGA’s entertainment icon, Sonic the Hedgehog. Featuring designs inspired by the high-octane speedster himself, the HYPE. x Sonic the Hedgehog capsule collection includes adult and children’s apparel and accessories for Sonic fans of all ages.

The 30-piece range celebrates the globally-recognised traditional Sonic the Hedgehog colour palette, with a monochrome theme and neon accents, fusing HYPE.’s signature contemporary silhouette shapes with Sonic’s Japanese-inspired roots to create everyday statement looks.

The line features fan-favourite Sonic the Hedgehog characters including Sonic, Super Sonic, Knuckles, Tails, Shadow and Amy, entwined in HYPE.’s iconic tie-dye, gradient fade, galaxy and graffiti-spray-inspired prints.

With a diverse range of clothing items including hoodies, joggers, t-shirts and leggings, as well as a uniquely designed bowling shirt featuring a soon-to-be-iconic print in a monochrome theme with a contrasting collar (wear it oversized to get creative this layering season), Sonic fans can easily create a speedy statement look.

Additionally, fans of the Blue Blur can level up their on-the-go gear with the HYPE. x Sonic accessories, transporting their essentials in a standout backpack matching the apparel’s core prints and designs. Also available are two pencil cases boasting enlarged graphics and character placements.

The collection launches exclusively at HYPE.’s Carnaby London store, via and selected retailers worldwide on the 31 March 2022.

Hype teams with fashion doll brand LOL Surprise for new range of apparel and accessories

The popular apparel and accessory brand, Hype has partnered with MGA Entertainment to launch a new collection inspired by the world of LOL Surprise as each dolls lands its own mini collection of backpacks, lunch boxes, pencil cases, water bottles, t-shirts, hoodies, and joggers.

Each item in the new licensed range will showcase each character’s personality, as the range of accessories include evolving shapes showcasing the new Just Hype, as well as backpack shapes, enlarged 2D faces, detachable embossed keychains, and fabrics including glitter, holographic and sequins.

Nine designs feature in the collection, all of which channel the dolls’ core personalities through graffiti designs, leopard and cheetah animal prints, tie-dye, honeycomb, gradient skies, and pastel fades.

The 80-piece collection ranges from three to 13 years and includes t-shirts, cycle shorts and bralettes which are perfect for summer. Glitter logos, sleeve panelling, cross body panelling and woven co-branded labels complete the capsule collection looks.

Queen Bee’s collection features a brown and beige colour palette with the Glitterati club’s signature gold glitter. The lunch box and backpack feature elements of her iconic striped dress teamed with a HYPE. bee-inspired print.

Meanwhile, Diva’s look is celebrated with a cheetah inspired print in a gradient pastel pink and mint colour palette. Her backpack and lunch bag both feature her instantly-recognisable pink bow in a 3D shape.

The collaboration collection launched exclusively via HYPE.’s TikTok Shop on July 7th this year and online at and retailers around the world on July 8th.

“We love bringing LOL to life through fashion and accessories to our loyal fans. Our LOL dolls each have their own individual style and working with Hype has helped create that element of surprise,” said founder and CEO of MGA Entertainment, Isaac Larian.

Liam Green, co-founder and creative director at Hype, added: “The inspiration behind the collection stems from the exciting surprise element capturing the moment when you open your L.O.L. dolls. Incorporating this into shapes, fabrics, technical detailing and over-all prints – HYPE.’s known-for eclectic touch on collaborations.”

Lifestyle brand HYPE partners with Hasbro to launch exclusive NERF capsule collection and accessories

The popular lifestyle brand, HYPE. is continuing its collaborative efforts with global toy players, this time with the launch of a new capsule collection and line of limited edition blasters with Hasbro’s NERF franchise.

The 40-piece apparel and accessory kidswear collection boasts ‘all-over prints, reflective detailing, and unisex shapes for kids aged four to 14’ in a range that is designed for all genders while utilising NERF’s core colour palette of orange and blue. It’s a range that according to the firm, ‘cements NERF’s position in the fashion and lifestyle space.’

“We are delighted to be partnering with Hype on this much-anticipated fashion collaboration which supports our strategy to elevate NERF into a true lifestyle brand, for all genders,” saidSally Carnota, UK licensing director at Hasbro. “The collection showcases a blend of the Hype signature design with key NERF iconography and we are so excited for the launch.”

The range highlights HYPE.’s signature camouflage print with numerous NERF references, while boasting host of a graffiti-spray, galaxy space and gradient effects in t-shirts, crop tees, long-sleeved tees, hoodies, joggers, tracksuits, leggings and shorts. Meanwhile, the collection’s featured heat map print nods to thermal vision, displaying the inspiration behind the collection combined with additional features such as MA1 pockets, rip stop panels and pocket overlays.

In the accessories range, kids can stay hydrated with the reusable metal water bottles, designed with the collaboration’s core prints, with matching backpacks in HYPE.’s traditional shape and lunch boxes, finished with dart storage holders.

Alongside the collection, HYPE. x NERF have come together to gift a limited number of blasters designed in the heat map and graffiti prints, complete with co-branded darts to influencers and competition winners. These will not be available at retail.

The collaboration collection launches exclusively via HYPE.’s Shopping App, available on Android and Apple on May 27th 2021 and online at and retailers around the world on May 28th 2021.

Sesame Street partners with HYPE. for new kids’ and adult’s fashion collection

Sesame Workshop has teamed with the fashion brand HYPE to launch a new Sesame Street collection for both kids and adults, spanning hoodies, joggers, t-shirts, backpacks, face coverings and more.

The new range is scheduled to land this month and is the result of a deal secured by Sesame Workshop’s European licensing agency, Bulldog Licensing. The collection will comprise of 55 pieces.

Boasting a matured 90’s inspired approach, the unisex adult collection features a developed tartan all-over and sleeve blocking print. With a super-soft-touch Sherpa fabric, the pullover and jogger tracksuit sets feature embroidered characters in bright pops of colour, finished with the new signature justhype logo.

HYPE.’s signature camo print is entwined with Sesame Street’s Elmo and Oscar the Grouch on the kidswear loungewear sets. Featuring on-trend embossed panelling, embroidery and piping detail, the children’s collection has a backpack to match each look.

The HYPE. x Sesame Street reusable bottles are ideal whether for pick-me-up hot chocolates or cool drinks, as the bottle will keep beverages at the perfect temperature for longer.

Vicky Hill, licensing director, Bulldog Licensing, said: “The HYPE. collection embodies the fun and vibrant energy of Sesame Street and its characters and will be the perfect addition to the wardrobes of fans young and old.”

The collection launches at and selected retailers worldwide.

LEGO teams with Hype to launch LEGO Ninjago apparel collection

LEGO has partnered with HYPE to launch a new apparel collection themed around the Danish toy maker’s hit global franchise, LEGO Ninjago. The 28-piece  collection feature t-shirts, shirts, shorts, hoodies, joggers, jackets, and bags. The range is available from and this week.

The new collection illustrates some of the most memorable moments and characters from the LEGO Ninjago franchise’s successful TV series, its building sets, as well as Japanese and Chinese myths and culture.

LEGO Ninjago’s 2020 TV series witnessed the Ninja enter the new realm of The Prime Empire, an urban and futuristic city that has formed the basis of the inspiration for the Hype partnership. The fashion line will feature mesh panelling, embroidery, on-trend chunky taping, branded neck ribs, and over-sized graphics.

Featuring over-sized silhouettes in the LEGO Ninjago’s iconic colour palette of yellow, deep red, and monochrome, with the placement of the secret LEGO Ninjago language spelling out ‘JUST HYPE’ throughout the collection, each individual tee showcases prints of fan-favourite LEGO Ninjago characters.