JAKKS Pacific and SEGA of America have officially extended their global licensing partnership, securing JAKKS’ position as the exclusive lead toy partner for the Sonic the Hedgehog Collection through 2029.
This renewal solidifies JAKKS Pacific’s critical role in designing, producing, marketing, and distributing Sonic-themed toy product lines to fans around the world, continuing a relationship that has driven significant success since its inception. First introduced in 2019, the JAKKS Pacific Sonic the Hedgehog line rapidly gained popularity, earning strong sales and critical acclaim across major retailers both in-store and online.
Key products, such as the 4-inch Articulated Figures assortment and the high-speed Sonic Speed RC, have resonated with collectors, longtime fans, and a new generation of Sonic enthusiasts alike, elevating the brand’s presence in the global toy market. With this multi-year licensing renewal, JAKKS Pacific will maintain rights to create a diverse range of Sonic-themed toys and collectibles, including action figures, playsets, plush, vehicles, and various other merchandise categories.
Targeted towards both dedicated fans and younger audiences, these product lines are poised to introduce even more innovative and exciting ways to experience the legendary Sonic the Hedgehog universe. Virginia Reneau, Senior Vice President of Licensing at JAKKS Pacific, emphasized the ongoing success and growth of the partnership, stating that the Sonic the Hedgehog line has performed exceptionally well at retail, consistently connecting with fans worldwide over the past six years.
Reneau highlighted the brand's growth, driven by innovative action figures, immersive playsets, and beloved plush, noting that JAKKS looks forward to building on this momentum with a fresh slate of offerings in the years ahead. Echoing this sentiment, Alex Gomez, Vice President of Licensing & Partnerships at SEGA of America, credited JAKKS Pacific with transforming SEGA’s iconic property into standout, high-quality merchandise that captivates fans across generations.
As SEGA and JAKKS look toward the future—beginning this fall and continuing beyond—the partnership expansion aims to launch a wave of new products that honor Sonic's rich heritage while unlocking new avenues for fans to engage with the brand. The continued collaboration between JAKKS Pacific and SEGA of America affirms the enduring popularity and commercial strength of Sonic the Hedgehog as both a beloved video game franchise and a merchandising powerhouse.
With the renewed partnership in place through 2029, fans can look forward to a steady stream of fresh, action-packed Sonic toys and collectibles available via leading retailers and online outlets worldwide.
This renewal solidifies JAKKS Pacific’s critical role in designing, producing, marketing, and distributing Sonic-themed toy product lines to fans around the world, continuing a relationship that has driven significant success since its inception. First introduced in 2019, the JAKKS Pacific Sonic the Hedgehog line rapidly gained popularity, earning strong sales and critical acclaim across major retailers both in-store and online.
Key products, such as the 4-inch Articulated Figures assortment and the high-speed Sonic Speed RC, have resonated with collectors, longtime fans, and a new generation of Sonic enthusiasts alike, elevating the brand’s presence in the global toy market. With this multi-year licensing renewal, JAKKS Pacific will maintain rights to create a diverse range of Sonic-themed toys and collectibles, including action figures, playsets, plush, vehicles, and various other merchandise categories.
Targeted towards both dedicated fans and younger audiences, these product lines are poised to introduce even more innovative and exciting ways to experience the legendary Sonic the Hedgehog universe. Virginia Reneau, Senior Vice President of Licensing at JAKKS Pacific, emphasized the ongoing success and growth of the partnership, stating that the Sonic the Hedgehog line has performed exceptionally well at retail, consistently connecting with fans worldwide over the past six years.
Reneau highlighted the brand's growth, driven by innovative action figures, immersive playsets, and beloved plush, noting that JAKKS looks forward to building on this momentum with a fresh slate of offerings in the years ahead. Echoing this sentiment, Alex Gomez, Vice President of Licensing & Partnerships at SEGA of America, credited JAKKS Pacific with transforming SEGA’s iconic property into standout, high-quality merchandise that captivates fans across generations.
As SEGA and JAKKS look toward the future—beginning this fall and continuing beyond—the partnership expansion aims to launch a wave of new products that honor Sonic's rich heritage while unlocking new avenues for fans to engage with the brand. The continued collaboration between JAKKS Pacific and SEGA of America affirms the enduring popularity and commercial strength of Sonic the Hedgehog as both a beloved video game franchise and a merchandising powerhouse.
With the renewed partnership in place through 2029, fans can look forward to a steady stream of fresh, action-packed Sonic toys and collectibles available via leading retailers and online outlets worldwide.
