JAKKS Pacific and SEGA Announce Sonic the Hedgehog 4 Licensing Collaboration for 2027 Movie Release
JAKKS Pacific, a leader in toy innovation and licensed consumer products headquartered in Santa Monica, California, has solidified a major multi-year partnership with SEGA to create a comprehensive product line supporting the highly anticipated Paramount Pictures’ feature film, Sonic the Hedgehog 4, which is scheduled to hit theaters on March 19, 2027.
This collaboration will see SEGA and JAKKS Pacific—alongside its prominent costume division, Disguise—join forces to design, develop, and bring to market an array of new Sonic the Hedgehog merchandise. Under this expansive agreement, fans can expect a robust lineup of themed products including action figures, plush toys, playsets, role play items, and a standout collection of costumes and costume accessories.
JAKKS Pacific and Disguise plan to introduce these products globally in early 2027, providing fans access at both online and traditional retailers before the film’s theatrical debut. Stephen G.
Berman, Chairman and CEO of JAKKS Pacific, emphasized the enduring popularity and cross-generational appeal of the Sonic franchise, stating that products related to the Sonic movie consistently rank among their best-selling lines each year, demonstrating the fanbase’s dedication.
Berman added, “The Sonic brand continues to connect with fans of all ages.
We are eager to deliver a fresh assortment of toys, collectibles, and costumes that embody the excitement and adventure found in the upcoming Sonic the Hedgehog 4 film.” Representing SEGA, Shuji Utsumi, President and COO, commented on the sustained success and creative synergy between SEGA and JAKKS Pacific.
Utsumi remarked, “JAKKS Pacific has proven to be a truly exceptional partner, blending creativity and quality to bring Sonic the Hedgehog to life for our fans around the world.
Looking ahead to Sonic the Hedgehog 4, we are thrilled to keep innovating together and offer fans exciting new product designs that appeal to every age.” JAKKS Pacific is known for its broad portfolio of licensed properties and original IPs, with past successes including extensive Sonic the Hedgehog merchandise.
Disguise, the company’s costume division, holds a leading position in the global costume and accessory market, consistently pushing the boundaries with high-quality and inventive designs.
The upcoming Sonic the Hedgehog 4 movie is anticipated to introduce an expanded roster of characters, making it an especially promising addition to the costume and role-play segments. All officially licensed Sonic the Hedgehog 4 products under this collaboration will be available worldwide from 2027, distributed across major retail channels and digital platforms, offering fans multiple ways to engage with the franchise in anticipation of—and in celebration of—the next chapter in Sonic’s cinematic journey.
This collaboration will see SEGA and JAKKS Pacific—alongside its prominent costume division, Disguise—join forces to design, develop, and bring to market an array of new Sonic the Hedgehog merchandise. Under this expansive agreement, fans can expect a robust lineup of themed products including action figures, plush toys, playsets, role play items, and a standout collection of costumes and costume accessories.
JAKKS Pacific and Disguise plan to introduce these products globally in early 2027, providing fans access at both online and traditional retailers before the film’s theatrical debut. Stephen G.
Berman, Chairman and CEO of JAKKS Pacific, emphasized the enduring popularity and cross-generational appeal of the Sonic franchise, stating that products related to the Sonic movie consistently rank among their best-selling lines each year, demonstrating the fanbase’s dedication.
Berman added, “The Sonic brand continues to connect with fans of all ages.
We are eager to deliver a fresh assortment of toys, collectibles, and costumes that embody the excitement and adventure found in the upcoming Sonic the Hedgehog 4 film.” Representing SEGA, Shuji Utsumi, President and COO, commented on the sustained success and creative synergy between SEGA and JAKKS Pacific.
Utsumi remarked, “JAKKS Pacific has proven to be a truly exceptional partner, blending creativity and quality to bring Sonic the Hedgehog to life for our fans around the world.
Looking ahead to Sonic the Hedgehog 4, we are thrilled to keep innovating together and offer fans exciting new product designs that appeal to every age.” JAKKS Pacific is known for its broad portfolio of licensed properties and original IPs, with past successes including extensive Sonic the Hedgehog merchandise.
Disguise, the company’s costume division, holds a leading position in the global costume and accessory market, consistently pushing the boundaries with high-quality and inventive designs.
The upcoming Sonic the Hedgehog 4 movie is anticipated to introduce an expanded roster of characters, making it an especially promising addition to the costume and role-play segments. All officially licensed Sonic the Hedgehog 4 products under this collaboration will be available worldwide from 2027, distributed across major retail channels and digital platforms, offering fans multiple ways to engage with the franchise in anticipation of—and in celebration of—the next chapter in Sonic’s cinematic journey.
