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.

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.

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


SEGA announces Sonic the Hedgehog x Steve Aoki virtual concert event

As part of the continued celebrations surrounding Sonic the Hedgehog’s milestone 30th anniversary, SEGA is teaming up with EDM artist, DJ and producer Steve Aoki to host a virtual concert event coinciding with Aoki’s birthday on 30 November.

Set in a digitally created and immersive Sonic Universe, the one-of-a-kind concert aims to transport audiences to iconic environments like the Green Hill Zone, Chemical Plant and more as they rock out to their favourite Sonic the Hedgehog jams, EDM style. The 60-minute set will feature original songs from Steve Aoki, as well as Aoki remixed versions of fan-favourite Sonic tunes from the 16-bit SEGA Genesis era to today.

For a behind-the-scenes look at how the collaboration came together, click here.

Fans can tune into the virtual concert on the Sonic the Hedgehog YouTube and Twitch channels on November 30, 2021 at 12pm PT / 3pm ET.

SEGA announces Sonic the Hedgehog x Steve Aoki virtual concert event

As part of the continued celebrations surrounding Sonic the Hedgehog’s milestone 30th anniversary, SEGA is teaming up with EDM artist, DJ and producer Steve Aoki to host a virtual concert event coinciding with Aoki’s birthday on 30 November.

Set in a digitally created and immersive Sonic Universe, the one-of-a-kind concert aims to transport audiences to iconic environments like the Green Hill Zone, Chemical Plant and more as they rock out to their favourite Sonic the Hedgehog jams, EDM style. The 60-minute set will feature original songs from Steve Aoki, as well as Aoki remixed versions of fan-favourite Sonic tunes from the 16-bit SEGA Genesis era to today.

For a behind-the-scenes look at how the collaboration came together, click here.

Fans can tune into the virtual concert on the Sonic the Hedgehog YouTube and Twitch channels on November 30, 2021 at 12pm PT / 3pm ET.

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.


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.

SEGA unveils animated series Sonic Colours: Rise of the Wisps trailer and 30th anniversary merchandise

SEGA has lifted the lid on a plethora of upcoming entertainment experiences surrounding its iconic Sonic the Hedgehog franchise, as the 30th anniversary celebrations of the flagship character continue, spanning animated series, live orchestra events, a host of new gaming announcements, and plenty of licensing activity.

The grand unveiling of this upcoming hive of activity took place on the first Sonic Central livestream event, a celebration of 30 years of Sonic the Hedgehog hosted on SEGA’s official YouTube and Twitch channels this week.

The stream kicked off with the creators of the upcoming Netflix animated series Sonic Prime, and was swiftly followed with the announcement of a live orchestra event on June 23rd, featuring music from Sonic games over the last 30 years, with a special preview coming during Geoff Keighly’s Summer Game Fest Kickoff Live on June 10th.

Following the opening segment, SEGA jumped into the medium where it all began, unveiling a slew of gaming-related announcements, including Sonic Colours: Ultimate and Sonic Colours: Rise of the Wisps. Sonic Colors: Ultimate is an adrenaline-pumping remaster of the beloved 2010 platformer, Sonic Colors.

Sonic Colors: Ultimate is set to release both digitally and physically on PlayStation 4, Microsoft Xbox One and Nintendo Switch, with a digital-only release on PC via the Epic Game Store on September 7, 2021.

In addition, SEGA unveiled a teaser to the two-part animation series, Sonic Colors: Rise of the Wisps, the first short-form animation featuring full dialogue and a voice cast including the return of legendary Sonic voice actor, Roger Craig Smith.


Following, SEGA revealed that it is working on a new compiled series that will include Sonic the HEdgehog one, two, Sonic Three and Knuckles, as well as Sonic CD under the Sonic Origins moniker. The collection will offer fans a nostalgic hit of classic gameplay, as well as fresh content with more details coming soon.

Other developments in the gaming space include the launch of a new Sonic Team Game, a Sonic avatar in the Olympic Games Tokyo 2020 – The Official Video Game, and a host of mobile game special events, spanning Sonic Forces: Speed Battle, Sonic Dash, Sonic Racing, and more.

On top of this, to celebrate the 30th anniversary, Sonic will be making a special cameo in SEGA’s Two Point Hospital.

SEGA also revealed a lineup of commemorative merchandise to celebrate the 30th anniversary, as the studio collaborates with a robust list of partners throughout the year to create new Sonic products, including items like a Giant Eggman Robot play-set from Jakks Pacific, a full-colour hardcover Sonic encyclopedia from Dark Horse, and more.

As part of Sonic’s 30th celebration, IDW will release a special super-sized 80-page comic book featuring three tales of colorful heroes and dastardly villains. Commemorative 30th Anniversary gold and silver coins will also be available this year from APMEX.

SEGA gears up for 30 years of Sonic the Hedgehog with special virtual Sonic Central event

SEGA is gearing up for the 30th anniversary of its most iconic Blue Blur, Sonic the Hedgehog with the launch of a special virtual event called Sonic Central on the brand’s official YouTube and Switch channels this week.

The event, taking place on Thursday, May 27th at 9am Pacific Time, will see SEGA’s own Sonic team joined by a cast of special guests to reveal a whole plethora of new partnerships, events, and upcoming projects spanning the Sonic the Hedgehog franchise and beyond.

The virtual event will be just part of the celebrations surrounding the 30th anniversary of the company’s flagship character, an icon of retro video gaming that has built out a successful global franchise that over the course of its 30 years has spanned entertainment formats such as TV series, comic books, video games, films, and more.

Sonic the Hedgehog will be marking its official 30th anniversary on June 23rd this year. Ahead of the big day, SEGA has paid tribute to the brand’s legacy among a generation of fans with the launch of a new fan-appreciation video, showcasing a nostalgic look back at the franchise, as the Blue Blur ‘speeds forwards to inspire future generations.’

Developed by the creative agency Liquid+ Arcade, the Unstoppable campaign follows the experiences of several young Sonic fans throughout the decades – from the early ‘90s SEGA Genesis era to today, as Sonic ‘encourages them to reach higher, go faster and become a hero.’

Head down memory lane with Sonic and check out the new fan appreciation video below:

Nintendo, Sonic, and Disney Princess help Jakks Pacific to “an excellent” Q1 2021

An “excellent beginning” to 2021 has seen net sales at the international toy maker, Jakks Pacific increase 26 per cent for the first quarter of the year, to $83.8 million compared to the $66.6 million of the same period last year.

The results, the company has been quick to point out, mark the highest year over year first quarter sales growth since Q1 2015, with “significant improvement in sales, gross margin, adjusted net income, and adjusted EBITDA.”

The results, stated Jakks Pacific’s chairman and CEO, Stephen Berman, are reflective of the efforts that the company has made to “broaden its product line, reduce its operating costs, and cut interest expense.”

“During the quarter, we drove double-digit sales increases in all of our toy divisions: Boys, Girls and Seasonal. We saw strong sales of products tied to video games, including Nintendo, Sonic the Hedgehog and Apex: Legends, a near doubling of sales in Disney Princess, solid initial sales of Raya and the Last Dragon, and continued strength in Black & Decker,” said Berman.

“We also registered strong sales of our own brands such as Perfectly Cute and Redo Skateboards. These sales gains easily offset the expected sales decreases we saw in Frozen, Frozen 2, and Fly Wheels.

“We are especially pleased by our continued success in reducing our operating costs, as reflected by our strong increase in gross margin and lower SG&A costs. Looking toward the balance of the year, we expect to continue to benefit from lean retail inventories and lower operating costs.

“Our retail POS trends remain positive, and we have a well-balanced line of new and continuing products planned for the holiday season. As we have for our 27-year history, we will focus on proven play patterns and our partnerships with world-class license partners and highly recognizable brands.

“As 2021 unfolds, we expect to see a return to more normal patterns of shopping, gift-giving and celebrating Halloween. We believe we are set up very well for a year of increased sales, improved EBITDA and a strengthened financial position, which we expect to generate strong momentum and can position us well for 2022 and beyond.”

Net sales for the first quarter 2021 were $83.8 million, up 26 per cent versus $66.6 million last year. The increase was driven primarily by higher sales of products across the firm’s Toys/Consumer Products segment which were up 28 per cent globally.

Net sales of Disguise costumes were essentially flat compared to last year.

Jakks Pacific recently detailed an extension of its partnership with SEGA of America to expand on its already popular toy line based on the hit video game franchise, Sonic the Hedgehog. The firm also recently picked up the North America toy and dress-up rights to the upcoming PAW Patrol: The Movie, across both Jakks Pacific and its costume division, Disguise.