SEGA has officially unveiled SEGA Labbies, an original line of plush teddy bears inspired by iconic characters from the company’s celebrated video game franchises.
Announced on June 2024, the SEGA Labbies teddy bears are set to charm fans and collectors when they debut exclusively at SEGA’s official retail stores in Tokyo and Shanghai, beginning December 19, 2025. The initial SEGA Labbies lineup brings together a selection of beloved heroes from across the SEGA portfolio.
Fans of classic platformers and contemporary RPGs alike will find something to love, as the collection features soft, meticulously crafted plushes of Sonic the Hedgehog, Yakuza’s Kazuma Kiryu, and Persona 5’s Joker.
Each plush bear is designed with high attention to detail and themed to reflect the personality, costume, and signature colors of its respective character. As SEGA explained in their official press release, the SEGA Labbies project aims to celebrate the company’s rich history and diverse catalog by blending beloved game characters with quality collectible merchandise.
A SEGA representative stated, "We wanted to offer fans a new way to connect with our characters outside of the games themselves.
SEGA Labbies are designed to be both cuddly and a faithful tribute to iconic figures from our most popular titles." The decision to launch SEGA Labbies at the flagship SEGA stores in Tokyo and Shanghai highlights the company’s continued commitment to growing its physical merchandise footprint in top Asian markets.
SEGA’s Tokyo and Shanghai retail locations have become destinations for brand enthusiasts seeking exclusive memorabilia spanning classic arcade franchises to modern RPG icons. This launch is expected to appeal to both long-time SEGA fans and new collectors, reflecting the ongoing demand for high-quality gaming merchandise in the international market.
SEGA has experienced success in recent years with anniversary releases and character-branded products, and the introduction of SEGA Labbies comes as another milestone in the company’s merchandising strategy. With a confirmed release date of December 19, 2025, fans worldwide are already anticipating the opportunity to add SEGA Labbies to their collections.
The plush toys are set to add a touch of nostalgia and charm to gamer shelves, making them an ideal gift or keepsake for enthusiasts of Sonic the Hedgehog, Yakuza, Persona 5, and more.
For more information, fans can visit SEGA’s official website or follow updates from the company’s Tokyo and Shanghai store channels.
Announced on June 2024, the SEGA Labbies teddy bears are set to charm fans and collectors when they debut exclusively at SEGA’s official retail stores in Tokyo and Shanghai, beginning December 19, 2025. The initial SEGA Labbies lineup brings together a selection of beloved heroes from across the SEGA portfolio.
Fans of classic platformers and contemporary RPGs alike will find something to love, as the collection features soft, meticulously crafted plushes of Sonic the Hedgehog, Yakuza’s Kazuma Kiryu, and Persona 5’s Joker.
Each plush bear is designed with high attention to detail and themed to reflect the personality, costume, and signature colors of its respective character. As SEGA explained in their official press release, the SEGA Labbies project aims to celebrate the company’s rich history and diverse catalog by blending beloved game characters with quality collectible merchandise.
A SEGA representative stated, "We wanted to offer fans a new way to connect with our characters outside of the games themselves.
SEGA Labbies are designed to be both cuddly and a faithful tribute to iconic figures from our most popular titles." The decision to launch SEGA Labbies at the flagship SEGA stores in Tokyo and Shanghai highlights the company’s continued commitment to growing its physical merchandise footprint in top Asian markets.
SEGA’s Tokyo and Shanghai retail locations have become destinations for brand enthusiasts seeking exclusive memorabilia spanning classic arcade franchises to modern RPG icons. This launch is expected to appeal to both long-time SEGA fans and new collectors, reflecting the ongoing demand for high-quality gaming merchandise in the international market.
SEGA has experienced success in recent years with anniversary releases and character-branded products, and the introduction of SEGA Labbies comes as another milestone in the company’s merchandising strategy. With a confirmed release date of December 19, 2025, fans worldwide are already anticipating the opportunity to add SEGA Labbies to their collections.
The plush toys are set to add a touch of nostalgia and charm to gamer shelves, making them an ideal gift or keepsake for enthusiasts of Sonic the Hedgehog, Yakuza, Persona 5, and more.
For more information, fans can visit SEGA’s official website or follow updates from the company’s Tokyo and Shanghai store channels.
