Santa Monica, CA — Jakks Pacific renewed its licensing agreement with Sega of America for the core the Sonic the Hedgehog Collection and maintaining Jakks as the franchise’s lead global toy partner.

Jakks will continue to design, manufacture, market, and sell Sonic the Hedgehog branded toy product lines worldwide. This multi-year partnership extends the deal to 2029, allowing Jakks to continue to design and produce action figures, playsets, vehicles, plush, collectibles, and other categories.

The Jakks line of Sonic the Hedgehog merchandise has seen unprecedented success since its introduction in 2019 with product launches spanning across big box retailers in-store and online. The evergreen toys like the four-inch Articulate Figures assortment and the Sonic Speed RC have captured the attention of fans young and old, offering a fresh take on how to interact with the brand. With the renewed partnership, fans will be introduced to new, action-packed ways to relive the excitement of this legendary video game.

“Our Sonic the Hedgehog line continues to perform strongly at retail, and has consistently connected with fans worldwide throughout our partnership with Sega over the last six years,” said Virginia Reneau, Senior Vice President of Licensing at Jakks Pacific, Inc. “From action figures to playsets and plush, the brand has seen steady growth since the beginning of our collaboration and we look forward to building on that momentum with exciting new offerings well into the future, which we can’t wait to share with the fans.”

“Jakks Pacific has continued to play a key role in translating Sega’s legacy into standout, high-quality merchandise that resonates with fans across all generations,” said Alex Gomez, Vice President of Licensing & Partnerships at Sega of America. “As we look ahead to this fall and beyond, the expansion of our partnership will deliver a new wave of products that celebrate the rich history of the brand while embracing an exciting future.”