How Sega of America Attempted to Influence Sonic the Hedgehog’s Character Design

Sonic the Hedgehog stands as one of the most iconic figures in the world of video games, rivaled only by Nintendo’s Mario when it comes to global recognition.

Created by Sega as a direct competitor to Nintendo’s flagship character, Sonic rapidly evolved into a multimedia powerhouse, starring in numerous video games, TV shows, films, and merchandise lines that have generated millions for Sega.

However, the journey to the blue hedgehog’s eventual status as a gaming legend was not always smooth—especially behind closed doors at Sega’s international offices. In the early 1990s, as Sega’s leadership sought a new mascot to replace Alex Kidd, an interesting cultural divide emerged between Sega of Japan and Sega of America.

Renowned developer Mark Cerny, who played a pivotal role in establishing the Sega Technical Institute and later contributed to landmark PlayStation consoles, served as the intermediary during these formative years.

Cerny, in an interview republished by Bitmap Books, recounted the differences in character design perception between the two branches. According to Cerny, the original Sonic designs—heavily influenced by a "rubbery," Disney-like style—were met with skepticism in the United States.

While visiting the Japanese development team, Cerny carefully collected Sonic’s character sketches and additional concept art, including some early ideas that bore a passing resemblance to popular Western cartoon icons.

He made painstaking efforts to ensure the team in the States had comprehensive materials by sending color copies at a time when such tasks were particularly difficult. Despite these efforts, Cerny noted that Sega of America’s response was unexpectedly blunt.

In his words, the U.S.

branch considered Sonic’s design to be “beyond salvaging,” providing no constructive feedback and instead expressing a desire to “educate Sega of Japan on what constituted effective character design.” Reportedly, this included plans to consult with Claymation legend Will Vinton, known for the California Raisins commercials, aiming to demonstrate how impactful video game characters should be created. However, those initial doubts quickly faded once Sonic the Hedgehog launched for the Sega Genesis (Mega Drive) in 1991.

The game’s release coincided with a rapid surge in hardware sales, triggered in part by a strategic price drop.

Cerny observed that console sales improved fivefold within a couple of months—a clear testament to Sonic’s market appeal and the effectiveness of Sega of Japan’s creative vision.

As a result, any debate about the viability of Sonic’s design vanished, cementing the character’s place in video game history. Looking back today, Sonic the Hedgehog’s legacy continues to influence new titles on platforms like the Nintendo Switch and remains a recurring highlight in events such as Nintendo Directs and digital storefronts like the eShop.

The collaborative yet sometimes contentious relationship between Sega’s East and West teams serves as a compelling example of the challenges and triumphs that shape iconic video game properties.

Japan Sega Sonic the Hedgehog America Sonic