Sonic the Hedgehog speeds into Roblox

Leading professional game developer and publisher Gamefam, in collaboration with SEGA of America, Inc., today announced the launch of Sonic Speed Simulator, an all-new game featuring SEGA’s entertainment icon, Sonic the Hedgehog.

The game is now available on the Roblox platform and marks the first time that a world-renowned, AAA gaming character has been officially featured on Roblox.

In the game, players will be able to level up and gain speed by running through multiple unique worlds while racing against friends to earn rewards, including pets that can increase stats and Sonic character skins. Players can also expect regular weekly updates and will earn an exclusive community Sonic the Hedgehog skin once the game has received 10,000 “likes” from players.

This is the latest in a long line of partnerships in which Gamefam has been entrusted to unlock the metaverse for well-known brands. The company previously worked with leading global innovators including Ubisoft, Mattel, Sony, MGA and more to create highly engaging experiences for players, helping brands to connect with Roblox’s rapidly expanding user base.

For more information on Gamefam, including details around the company’s recent $25M Series A funding round led by Konvoy Ventures, visit or follow the company on Twitter at @gamefamstudios.

General Mills and SEGA of America team up for Sonic’s birthday

General Mills and SEGA of America have teamed up to celebrate Sonic the Hedgehog and the release of his new film – Sonic the Hedgehog 2 – on April 8, 2022, with a special-edition line of cereal and fruit snacks.

Fans can collect gold rings just like the Blue Blur with a new honey-flavoured, ring-shaped cereal, complete with Chaos Emerald and Spin Dash marshmallows, as well as a fun back-of-the-box activity for a speedy way to start the day. The partnership also includes new Sonic the Hedgehog fruit snacks, which come in a variety of shapes and flavours for speedsters on the go.

“Our goal is to create holistic brand experiences for our consumers, and we’re so excited to be able to join SEGA to extend the ways that families can engage with the beloved Sonic the Hedgehog this spring,” says Katie Wong, Head of Ideas & Partnerships for General Mills. “By bringing Sonic into the cereal and fruit snacks aisles, we’re able to bring together favourites of both kids and parents alike.”

“General Mills is one of the foremost brands in the food industry, especially when it comes to youth-focused products, so we’re thrilled to partner up with them,” says Michael Cisneros, Senior Manager of Licensing at SEGA of America. “This partnership is a really fun and creative way to integrate some iconic aspects of the Sonic games into a whole new product line, and we’re excited to introduce it to Sonic fans.”

SEGA and Medal Dash team for Sonic the Hedgehog themed virtual run

SEGA of America, Inc. and Medal Dash have announced a new partnership to launch Sonic fans into action in real life, with the ability to earn limited-edition, officially licensed ‘Sonic the Hedgehog’ Finisher Swag on the virtual run platform.

Sonic fans can join the Blue Blur anytime and anywhere by running, walking, or hiking 5K, 10K or 13.1 miles via the Medal Dash platform through December 31, 2022. Participants can zoom through neighbourhoods, a favourite trail or even on a treadmill — the Sonic the Hedgehog x Medal Dash event can be completed in one day or split up collectively over multiple days.

“Sonic never shies away from a race, and this was the perfect chance to put participants’ speed to the test toward a fun, health and wellness cause,” says Michael Cisneros, Manager of Licensing at SEGA of America. “We’ve partnered with Medal Dash to make Sonic fans a part of the action while promoting staying fit and having fun in communities across the country.”

Once Sonic fans have crossed the finish line, they can share their accomplishment by either posting their results on the Medal Dash Facebook group, sharing them on Instagram using #medaldash or uploading them to SEGA and Medal Dash will even help participants celebrate in style with a limited edition ‘Sonic the Hedgehog’ hand painted die-cast medal, keepsake bib and tech t-shirt shipped for free right to their front doors. A portion of the proceeds from this event will go to Feeding America, the nation’s largest domestic hunger-relief organisation assisting one in seven Americans every year.

“We’re always looking to partner with iconic characters to get new and returning event participants excited for our events, and as one of the most iconic speedsters around, Sonic was a no-brainer,” says Tim Herr, Medal Dash Co-Founder. “Participants of all fitness backgrounds can take part, and can even split up their distance goal across multiple days to allow maximum flexibility to stay fit and have fun in the process.

“These events give fans a chance to win some swag from their favourite brands, connect with fellow Sonic fans across the world and join a lively community of 125,000+ Medal Dash participants to cheer you on at the ‘finish line’ virtually, so everybody wins!”

Fans can dash into action and sign up for Medal Dash’s ‘Sonic Challenge’ today at


G FUEL launches Party Punch flavour to mark Sonic the Hedgehog’s 30th Anniversary

Sega of America and G FUEL, The Official Energy Drink of Esports, has announced the latest flavour innovation in the G FUEL Sonic the Hedgehog collection: Party Punch.

Created in celebration of Sonic the Hedgehog’s 30th anniversary and inspired by the Sweet Mountain stage in Sonic Colors: Ultimate, G FUEL’s Party Punch tastes like fruity cereal, has only 15 calories and contains 140 mg of caffeine plus proprietary energy and focus-enhancing complexes for supersonic stamina.

The drink is now available for customers in the U.S. and select other countries to buy in powdered form in 40-serving tubs and limited-edition collector’s boxes, which include one 40-serving tub and one 16 oz shaker cup.

“What better way to celebrate 30 years of Sonic than with a party?” says Michael Cisneros, Manager of Licensing at Sega of America. “We’ve partnered with G FUEL to bring the celebration home with an all-new party punch flavour that will keep you moving. Toss some confetti, make some noise, and party like it’s 1991. We can’t wait for Sonic and G FUEL fans to give it a try.”

Party Punch is the third flavour that G FUEL and SEGA have co-developed and launched, with the first two flavours being Sonic’s Peach Rings and Sonic’s Chili Dogs.

G FUEL Party Punch is available now at



Sakar International and SEGA of America mark Sonic’s 30th anniversary with new line of wheeled goods

Sakar International and SEGA of America have today announced a partnership to expand Sakar’s line of licensed wheeled goods and accessories with Sonic the Hedgehog, as part of the iconic video game character’s 30th anniversary.

This autumn, Sonic fans can speed into action and adventure with hoverboards, scooters (manual and electric), four-wheel ride-ons and skateboards (manual and electric) all inspired by the beloved hedgehog. Additionally, Sonic-themed helmets and other protective gear will be available for purchase.

“Sakar International is looking forward to helping SEGA celebrate Sonic’s 30th anniversary with products that allow young fans to be active and expand their imaginations,” says Ralph Sasson, COO at Sakar. “Sonic is one of the most iconic gaming franchises and we’re excited to bring these products to an entirely new generation of fans.”

To further celebrate Sonic’s landmark anniversary, Sakar will create a variety of Sonic-inspired video game accessories and youth electronics including speakers, headsets, keyboards, mouse pads, charging stations, gaming furniture, walkie talkies, box kits, telescopes, binoculars, role-play electronic kits, wearable VR goggles, alarm clock radios, microphones and karaoke machines, among other consumer goods.

Sonic the Hedgehog-themed wheeled goods and accessories will begin racing into Walmart and other retailers across the US this holiday season.

Headquartered in Edison, NJ, with additional offices in Canada, Latin America, Australia, Hong Kong and China, Sakar International is a leading provider of consumer electronics and accessories. The company licenses over 40 major entertainment and corporate brands and is the parent company to Vivitar, a full-spectrum consumer tech company specialising in the production of cameras, camcorders, mobile accessories, and health and wellness products.


JAKKS Pacific extends global toy deal with SEGA for Sonic the Hedgehog

JAKKS Pacific has renewed and expanded its global toy partnership with SEGA of America for the classic and modern versions of the hit entertainment franchise, Sonic the Hedgehog.

Under the extended partnership, JAKKS will design, manufacture, market, and sell Sonic the Hedgehog branded toy product lines worldwide, commencing in 2022. The agreement includes the rights to produce action figures, play-sets, vehicles, plush, and collectables.

JAKKS has seen wide success with the Sonic the Hedgehog IP since its introduction to the market in 2019, with product launches spanning big box retailers in-store and online. Its four-inch figures replicating modern and classic versions of Sonic were a hit with fans of all ages.

The introduction of the 2.5-inch figures and Green Hills Zone play-set last fall brought all new ways to play and recreate the action of this iconic zone from the video games.

“Our line of Sonic the Hedgehog products consistently hit the mark with retailers and fans, and we are excited to continue to develop innovative toys with SEGA that resonate on a global scale,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“Our Sonic figures, play-sets and plush have seen consistent sales growth since our partnership with SEGA began. There is more great product to be introduced for this Fall and for several years to come.”

Alex Gomez, licensing director at SEGA of America, added: “JAKKS Pacific has been an integral partner in bringing our vision for unique, high-quality Sonic collectibles to market over the past two years, and we’re ecstatic to expand our partnership them as we enter the next decade of the franchise.

“The new collection is sure to bring Sonic fun to new heights with merchandise tied to upcoming projects and will feature the Blue Blur in his Classic and Modern form, with something special for Sonic fans of every generation.”

Sonic the Hedgehog to join TOMY’s Club Mocchi-Mocchi plush line up

The global toy maker, TOMY International, has signed a new collaboration with SEGA of America to bring the characters from the Sonic the Hedgehog universe to retail via the toy firm’s popular collectable Club Mocchi-Mocchi line.

Developed under TOMY’s Micchi-Mocchi brand, the officially licensed range will include super soft, squeezable, and huggable plush versions of characters from the Sonic universe. The range is expected to bow ahead of the arrival of the sequel to the hit blockbuster Sonic the Hedgehog movie and a new Netflix Originals animated series, Sonic Prime, next year.

Sonic the Hedgehog burst onto the gaming scene on June 23, 1991 with the release of Sonic the Hedgehog on the classic Sega Genesis, and quickly became known for his super-fast speed, signature attitude and readiness for all types of adventure. Since his debut, Sonic the Hedgehog has become a prominent figure in pop culture that has captivated fans around the world with an expansive franchise of iconic video games, comics, TV series and more.

“Sonic is an all-time classic video game character that has evolved into a beloved lifestyle brand and we are thrilled to bring these amazing characters to fans and collectors around the world through our unique Club Mocchi- Mocchi- brand,” said TOMY’s director of global brands, Morgan Weyl.

“The signature look and feel of our Club Mocchi- Mocchi- items will even turn Sonic’s quills in the most huggable quills ever.”

Michael Cisneros, manager of licensing at SEGA of America, added: “TOMY has a long-standing reputation for high-quality plush toys not only in the industry but is well revered with Sonic collectors as well. We’re thrilled to re-partner with them to create this unique line for Sonic the Hedgehog.

“Fans have embraced Sonic in so many different mediums, and these super-soft, Club Mocchi-Mocchi- plushies will be ones they can hug and cherish for years to come.”

JAKKS Pacific extends SEGA deal for Sonic the Hedgehog 2 movie toys and dress up

JAKKS Pacific has secured the global toy rights for the upcoming Paramount Pictures’ feature film, Sonic the Hedgehog 2 in a deal that will see the toy maker design, manufacture, market, and sell branded toy lines scheduled for 2022.

The agreement between JAKKS and SEGA of America will include the rights to produce new action figures, play-sets, vehicles, plush toys, and other collectables. Meanwhile, the toy maker’s costume division, Disguise, will be designing and manufacturing costumes and accessories inspired by the sequel film.

The new line of merchandise is an extension of the multi-year, global toy licensing deal forged between SEGA of America and JAKKS Pacific back in 2019, which featured top-selling collectables based on the Sonic the Hedgehog film released last year.

Items based on the first film included the Talking Sonic Plush, Sonic Baby Plush, and Spin Dash Sonic play-set.

“Sonic the Hedgehog 2 is sure to be a runaway hit in 2022. Given the success of the first movie and performance of our current Sonic the Hedgehog product line, we are excited to continue to develop toys that follow along with Sonic’s next great movie adventure,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“JAKKS brings decades of innovative product development experience to the table and will continue to bring to life these iconic characters in a wide variety of new and unique ways for kids and fans alike.”

Alex gomez, licensing director at SEGA of America, added: “We’ve seen such a great response from fans to the Sonic the Hedgehog products created by JAKKS Pacific, and we’re thrilled to continue working with them to celebrate Sonic the Hedgehog 2.

“We hope that fans of the Blue Blur will see the collection as a testament of our appreciation and create memorable Sonic experiences with the products for years to come.”

JAKKS Pacific, Inc. is a designer, manufacturer and marketer of toys and consumer products sold throughout the world, headquartered in Santa Monica, California.

Meanwhile, Disguise is recognised as a leading name in the design and development of Halloween costumes and accessories with distribution across the world. With a dedication to quality and detail, Disguise continues to own the licensed costume space with additional lines rolling out each year.

Sonic the Hedgehog will charge onto Netflix in new animated series in 2022

A new animated series of Sonic the Hedgehog called Sonic Prime will be tearing onto Netflix with a worldwide premiere scheduled for 2022.

The 24-episode animated adventure is the product of a triple-threat deal between Netflix, SEGA of America, and WildBrain. Aimed at kids, families, and long-time fans of the franchise, Sonic Prime promises to draw upon the keystones of the brand as it follows Sonic on a new adventure in both a race to save the universe and find redemption.

The series will be animated at WildBrain’s Vancouver studio, and SEGA and WildBrain will jointly participate across production, distribution and licensing. Man of Action Entertainment, creators of Ben 10 and the characters and team in the Academy Award-winning feature Big Hero 6have been brought on as showrunners and executive producers for the series.

Dominique Bazay, director of original animation, Netflix, said: “Sonic is a beloved character and holds a special place in everyone’s heart including my own. I spent many hours with the blue blur as a kid and it’s a privilege to be able to bring this character everyone knows and loves on a brand new adventure with Netflix – one that a generation of loyal fans and brand new fans around the world can enjoy.”

Ivo Gerscovich, chief brand officer at SEGA, added: “Sonic the Hedgehog is a global entertainment icon that has captivated audiences since its video game debut in 1991. With over 1.14 billion game units sold and downloaded to date, an exciting feature film, a robust licensing program and more, SEGA’s iconic hedgehog continues to surprise and delight audiences worldwide.

“We’re thrilled to partner with WildBrain, Man of Action Entertainment and Netflix to speed into this new, animated chapter in the Sonic franchise.”

Josh Scherba, President, WildBrain, said:”With generations of devoted fans around the world, Sonic the Hedgehog is more popular today than ever before, and we’re thrilled to be partnering with Netflix, SEGA and Man of Action to deliver all new Sonic adventures for audiences worldwide.

“This premium franchise is ideally suited to WildBrain’s capabilities and it’s already inspiring great things from our talented creative teams. We’ve witnessed first-hand the enduring popularity of this brand from the strong and steady global demand for our library of legacy Sonic series. We look forward now to bringing fresh and exciting Sonic content to fans both new and old.”

Building on the momentum generated for Sonic in 2020 – and as the brand celebrates its 30th anniversary in 2021 – Sonic Prime aims to captivate the imaginations of audiences ages six to 11, as well as legacy Sonic fans of all ages, and will match the scale and scope of the epic adventures synonymous with the Sonic franchise.

In 2020, the theatrical feature Sonic the Hedgehog, took the number one spot worldwide on opening weekend and remained on top globally for weeks while breaking domestic box office records. Producers SEGA Sammy and Paramount Pictures have announced a sequel to the feature is in development.