Sonic & Friends x Sanrio Characters Collaboration Unveiled at Tokyo Toy Show 2025

SEGA Announces 'Sonic & Friends x Sanrio Characters' Merchandise Line at Tokyo Toy Show 2025 SEGA unveiled its latest character merchandise collaboration at Tokyo Toy Show 2025, officially announcing the “Sonic & Friends x Sanrio characters” product line.

This new collection brings together two titans of Japanese pop culture—SEGA’s Sonic the Hedgehog and Sanrio’s beloved Hello Kitty—by reimagining Sonic and his friends in a cute, chibi style synonymous with Sanrio’s world.

The collaboration was introduced with mascots for Sonic and Hello Kitty making a special appearance at the event’s SEGA Fave booth, drawing a significant crowd and media attention, as reported by Essential Japan via Sonic City. Sonic & Friends, SEGA’s series of animated shorts that debuted in 2023 on the official SEGA TikTok account, serves as the creative foundation for this crossover.

The series’ playful, charming visual design has made it popular among fans of all ages, making this fusion with Sanrio’s iconic characters a natural fit for collectors and enthusiasts alike. For this exclusive collection, each Sonic character has been paired with a popular Sanrio personality, donning kigurumi—character-themed onesies that are a hallmark of Japanese kawaii culture.

The six officially confirmed character pairings are: • Sonic × Hello Kitty • Tails × Cinnamoroll • Amy × My Melody • Knuckles × Kuromi • Dr.

Eggman × Pompompurin • Shadow × Hangyodon The plush series will launch in two sizes.

Medium-sized plushes are priced at ¥4,950 (approximately $34 or £25), while smaller versions will retail for ¥2,420 (about $16 or £12).

SEGA has scheduled an exclusive pre-sale at Sega Store Tokyo for October 31, 2025, with a wider nationwide release across Japan on November 7, except for the Shadow × Hangyodon plush, which will arrive later on December 11. "Bringing together the worlds of Sonic and Sanrio has been an exciting opportunity to celebrate the spirit of both brands," a SEGA spokesperson stated at the event, emphasizing the creative synergy and fan demand driving the partnership. Beyond merchandise, Sonic’s influence on gaming continues to expand.

Recent announcements include Pac-Man-themed downloadable content coming to Sonic Racing: CrossWorlds, while Pac-Man World Re-Pac 2 will see Sonic crossover DLC.

SEGA has also confirmed that the physical edition of Sonic Racing: CrossWorlds for the upcoming Nintendo Switch 2 will include the complete game content on cartridge, underscoring the company’s commitment to high-quality releases for Nintendo platforms. With the Sonic & Friends x Sanrio characters plush line, SEGA and Sanrio are set to capture the hearts of fans and collectors when the products hit shelves this fall, marking another milestone in the legacy of both brands in the interactive entertainment and character merchandise markets.

SEGA Tokyo Sanrio Sonic Sonic & Friends Sonic the Hedgehog Tokyo Toy Show 2025 Hello Kitty Tails Cinnamoroll Amy My Melody Knuckles Kuromi Dr. Eggman Pompompurin Shadow Hangyodon Sega Store Tokyo