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.

 

SYBO Games to roll out Subway Surfers skateboards and scooters across Europe

The hit children’s mobile gaming IP, Subway Surfers is rolling into the European market with a whole raft of wheeled toys, spanning scooters, hoverboards, skateboards, helmets and protective gear, thanks to a new partnership with Sakar International.

In a global licensing deal brokered by Retail Monster’s US and UK teams, SYBO Games will see its SubSurf consumer and lifestyle brand build on its US and Canadian success as Sakar International prepares to launch its collection to the international market.

The first product based on the popular gaming IP made its debut in 2020 when it launched exclusively into Walmart stores across the North American market.

“Subway Surfers DNA fits so perfectly with this category,” said Bobby Stewart, head of sales for Sakar. “Given the brand’s inherent global appeal, we are ready to deliver wheeled goods to fans and retailers around the world.”

Gemma Witts, managing director of Retail Monster, added: “We are thrilled to build on the success to date and introduce the Sakar line in Europe.”

With well over three billion downloads over its near nine year history, Subway Surfers continues to top charts and widespread recognition. SYBO Games is currently up for two prestigious accolades: Pocket Gamer Mobile Games’ Best Live Ops” award and Licensing International’s Best Brand – Digital.

“We knew from the start that Sakar’s wheel-good line matched the SubSurf lifestyle to a T and know its retail success will follow suit across new territories,” said Naz Amarchi-Cuevas, SYBO chief commercial officer. “Like the game, it’s now heading on its World Tour.”

Incorporating a true physi-digital component through digital codes found on Sakar’s products, fans can redeem codes to jump from the physical world back to the mobile game, unlocking rewards and coveted items.

Aliana Ltd will distribute the range in Europe, Spartan for MENA and Hunter Products in Australia and New Zealand.

WWE taps skateboard brand Enjoi for exclusive new range as the sport readies for Olympic spotlight

WWE has tagged in the California-based skateboard brand, Enjoi as its latest licensing partner in a new deal that will see the creation of a special collection of skateboard decks featuring a variety of WWE Legends.

The partnership was first revealed on the popular skateboarding podcast, The Nine Club and will see the likes of WWE Hall of Famers Jimmy Hart, The Junkyard Dog, and Gene Okerlund feature on the first wave of decks, with additional decks featuring WWE Legend Undertaker and WWE Hall of Famers Stone Cold Steve Austin, Ultimate Warrior, Macho Man Randy Savage, and Jake the Snake Roberts.

The first wave of decks will be available exclusively on thenineclub.com, while wave two will be released on enjoi.com.

The collaboration between WWE and the skateboard brand arrives during a spike in interest in the global skateboarding scene. For the first time, the sport is to be featured at the Olympic Games in Tokyo this year, placing it well within the spotlight for global audiences, while the pandemic has driven a worldwide resurgence in the hobby as audiences have either returned to the sport or taken it up for the first time under social distancing measures.

Here in the UK, skateboarding has been subject to a sweeping surge of interest, with the number of active participants somewhere between seven to nine per cent higher than the year prior. In fact, the UK skateboarding body, Skateboard GB has reported 2020 as the sport’s ‘first sell-out year in history’.

Last month, the US toymaker Jakks Pacific launched a partnership with The Heart Supply’s signature collection of ‘do-gooder brand’ skateboards, developed by the founder of Element Skateboards himself, Johnny Schillereff with the aim of making quality skateboards more inclusive, accessible and affordable to all audiences.

Meanwhile, Enjoi has previously collaborated with a diverse range of brands, including KISS and My Little Pony to create special skateboard decks for fanbases around the world.

Enjoi celebrated its 20th anniversary last year and was named Transworld’s Team of the Year in 2016.

Spin Master is launching USA Skateboarding licensed Tech Decks as part of new sponsorship campaign

Spin Master has underscored its ‘commitment to growing and celebrating the skateboarding culture’ on an international scale through its latest Tech Deck partnership, taking up official sponsorship of USA Skateboarding, the country’s national governing body for the sport.

The Tech Deck brand is recognised as a global leader in the fingerboard market, creating working replicas of skateboards that fans of the hobby ‘ride’ by mastering tricks and skills with their fingers. The brand has built a loyal following of skilled fingerboarders and collectors in the US.

Tech Deck has now joined forces with USA Skateboarding as the sport prepares to make its debut at the Tokyo 2020 Olympics Games this summer. Tech Deck previously threw its weight behind the National Skateboard Championships here in the UK, where the sport has grown “substantial audience and participant numbers” since the on-set of the pandemic and the inclusion of the sport in the Olympics.

“Tech Deck and USA Skateboarding share a passion for and commitment to growing and celebrating the sport and culture of skateboarding,” said Chris Beardall, Spin Master’s president of toys and chief commercial officer.

“We are thrilled to be starting our sponsorship during such an exciting year as skateboarding debuts at the Olympics and reaches a whole new generation of fans.”

Josh Friedberg, CEO of USA Skateboarding, added: “The heart of skateboarding is fun, and no company embodies that better than Tech Deck. From the day we started our initial discussions, Tech Deck’s commitment to skateboarding culture and their natural fit into our existing initiatives made it clear that we had a great opportunity – we’re incredibly excited to have them as a partner in this historic year for skateboarding.”

Spin Master will be launching official USA Skateboarding Tech Deck fingerboardsWith only 10,000 of these exclusive Tech Deck boards being made across three designs, the boards will be given to the USA Skateboarding Team to take to Tokyo in addition to limited quantities that will be available on the USA Skateboarding website and given away on Tech Deck social channels.

The Tech Deck brand will also be celebrating the inaugural year for the sport, activating on the ground in Kasama City, Japan where the US athletes will be stationed just prior to the games.

Later this year, the Tech Deck brand will also be a supporting partner of a skateboarding-focused STEAM curriculum for kids offered through Innoskate – a joint venture between the Smithsonian’s Lemelson Center for the Study of Invention and Innovation and USA Skateboarding.

YouTube channels Braille Skateboarding and Trinity and Beyond land second series toy roll-outs following fan demand

Semaphore Licensing, the licensing and merchandising specialist in the online content creator and influencer market, is ‘thrilled’ with the current response and consumer demand for licensed products and toys for its Braille Skateboarding and Trinity brands.

Reception to product launches from Bonkers Toys, toy partner for both Braille Skateboarding and Trinity and Beyond has fuelled a second wave release, as both brands now continue to bolster their US retail offering across Target.com and Target stores across the country.

Series two toy lines for both Braille Skateboarding and Trinity and Beyond feature elevated versions of initial releases. Braille Skateboarding is currently the number one skateboarding channel on YouTube and has just released a fresh series of blind bags featuring collectable mini skateboards, as well as a mystery two-pack and a mystery six-pack of mini skateboards.

Meanwhile, Trinity and Beyond has release a new series of buildable miniature figure blind bags along with a mystery figure two-pack and a mystery figure six-pack.

According to Semaphore Licensing, these latest releases have been met with much excitement as fans look to their favorite virtual buddies to help keep them entertained while much of their activity is still limited to play time at home amid the pandemic.

We are thrilled by the fan response to the licensed products from Bonkers Toys for Semaphore YouTube stars Braille Skateboarding and Trinity and Beyond,” said Lisa Berlin Wright, senior vice president of licensing, Semaphore Licensing Solutions.

“Semaphore Licensing is delighted to represent some of the best social media stars on YouTube and other dynamic platforms.”

Skateboarding brand DGK carves out new Otter Pops collab for US nostalgia chasers

The skateboarding and lifestyle specialist, DGK has struck up a new partnership with Jel Sert to bring the popular US brand Otter Pops onto the skating scene with a new, nostalgia-driven collection of apparel, accessories, and skateboards. The deal was brokered by the licensing agency Lisa Marks Associates.

Celebrating the 50th anniversary of Otter Pops, the capsule collection will be launched with Zumiez and other key DGK accounts.

Founded in Hollywood in 1970, Otter Pops is a beloved treat and pop culture icon that has captivated hearts across the US for generations. Otter Pops is widely recognised as the number one selling ice pop on the west coast with national distribution and a cast of classic characters.

DGK is Dirty Ghetto Kids, a clothing, skateboard, and accessories line created by Stevie Williams in 2002. Growing up on the streets of Philadelphia, Williams and his crew of friends took to calling themselves “Dirty Ghetto Kids”. Years later, Dirty Ghetto Kids is now seen on street smart folks all over the place, with worldwide recognition of the DGK brand, and its graffiti-inspired designs.

“The new DGK x Otter Pops program will be loved by DGK and Otter Pops fans across America,” said LMA president Lisa Marks. “What better way to celebrate fan favourite Otter Pops 50th Anniversary than with an awesome DGK tee shirt, sweatshirt, socks and skateboards.”

“Otter Pops is essential to the streets like DGK,” said Williams, founder/owner/pro skateboarder of DGK. “The best go-to freezer snack in the game mixed with skateboards. A true kids favourite.”

“We couldn’t be more excited about the opportunity and timing to partner with DGK for Otter Pops 50th Anniversary,” said Kyle Harrington, brand manager of Otter Pops. “An Otter Pop in one hand and a skateboard in the other – name a better combo.”