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 justHYPE.com and selected retailers worldwide on the 31 March 2022.

SEGA Europe details ‘hand-picked’ Sonic partner line up across toys, textiles, food & drink and more

SEGA Europe has unveiled a new line up of merchandise and consumer product deals for its flagship character, Sonic the Hedgehog, in what it has billed ‘a hand-picked line up of industry leaders’ to help celebrate the property’s landmark 30th anniversary this year.

With production on the film sequel, Sonic the Hedgehog 2 now underway and the recent unveiling of the new Netflix series, Sonic Prime – both slated for 2022 – SEGA is enticing audiences with ‘plenty to get excited about in Sonic’s immediate future’ thanks to a swathe of new partners for the brand.

“This is a momentous year for Sonic the Hedgehog and his fans, and we are incredibly proud to be partnering with so many leaders in their field across such a diverse range of product categories,” said Jason Rice, director of brand licensing at SEGA of Europe. “Our partners list will continue to grow throughout the year so look out for more exciting announcements in the near future!”

In the world of toys and collectibles, SEGA of Europe has recently teamed up with toy innovation company, Wow! Stuff, on its award-winning Wow! Pods range, which will feature light-up characters from the Sonic universe, housed within interconnecting display cases.

A new deal has also been inked with HoloToyz, who will be launching a range of stickers, decals and temporary tattoos embedded with augmented reality technology which can be brought to life via its free HoloToyz app, while long standing partner First4Figures will also be launching a brand-new, limited edition 30th Anniversary resin statue. 

Meanwhile several deals have been inked with leading players across home, textiles and personal care including, Character World for bedding, Groovy UK for bath robes, towels and washbags, Stor for tableware, and UK based company Corsair will market a brand-new range of kids’ toiletries including wash mitts and bath fizzers.

In the gifting and greetings cards space, SEGA Europe continues to add new partnerships to support an already flourishing business. Fizz Creations is preparing gift sets, drinkware, electrical accessories, games & puzzles and even Christmas decorations, whilst leading online retailer Moonpig, has already launched a successful series of personalised greetings cards.

The Sonic licensing programme is also expanding into food & beverage with leading UK based food manufacturer Finsbury Foods set to launch branded celebration cakes into major grocers later this year, and G FUEL’s Sonic branded energy drink, already a massive hit in the US, will be arriving to UK shores soon. 

In the world of contemporary art and pop culture SEGA Europe is proud to be partnering with Moor Art Gallery for a series of exclusive screen-printed poster art and 30th Anniversary commemorative enamel PINS, all slated to launch later this year.

And finally, The Blue Blur’s existing fashion & lifestyle business is set to grow and expand with a series of new collaborations including high-end fashion designer, Marc Jacques Burton. He is set to market a limited 30th Anniversary capsule collection, including jackets, hoodies, tees, and accessories to be distributed online and through select luxury fashion outlets worldwide.

Elsewhere, Global Brands Group is developing an exclusive new kids’ apparel range for leading fashion retailer Skechers, to launch throughout Europe in the near future.