Los Angeles & London – SEGA of America, Inc. (“SEGA”), a worldwide leader in interactive entertainment, and WildBrain CPLG, a trusted licensing partner for leading brands worldwide, are further building on the growing fandom of the Sonic the Hedgehog franchise with new licensing collaborations around the world. As SEGA speeds towards Sonic’s 35th anniversary in 2026, new consumer product launches—across footwear, apparel, promotions, food & beverage, stationery and more—mark the beginning of an action-packed year of celebrations, reinforcing Sonic’s enduring appeal and expanding the brand’s reach among fans across generations. WildBrain CPLG represents Sonic the Hedgehog on behalf of SEGA in Europe, the Middle East, Africa, (EMEA) and South Korea.

The new licensing partnerships follow closely on the launch of SEGA’s latest game, Sonic Racing: CrossWorlds™, a new kart racing game featuring beloved characters from across the Sonic universe alongside guest appearances from other SEGA properties and beyond. Since its debut on September 25 across major gaming consoles and PCs, the game has sparked fresh excitement among fans and set the stage for a dynamic year ahead.

Pau Pascual, SVP Commercial, Europe, the U.K. and the Americas, WildBrain CPLG, said: “Excitement for SEGA’s Sonic the Hedgehog franchise is reaching new heights as fans experience the brand-new game, anticipate next year’s milestone anniversary and look forward to the release of the fourth Sonic movie in 2027 from SEGA and Paramount Pictures. The opportunities for licensing collaboration are vast, from innovative global campaigns to targeted regional initiatives. Fan demand for this classic brand continues to grow, and we’re thrilled to help bring Sonic to life in fresh and engaging ways.”

“The Sonic the Hedgehog brand continues to thrive, driven by quality games, meaningful partnerships and dynamic brand initiatives that resonate across generations,” said Ivo Gerscovich, Head of SEGA Brands and Chief Business & Brand Officer for Sonic the Hedgehog. “The launch of Sonic Racing: CrossWorlds and the growing affinity for Sonic is a testament to the brand’s strength and versatility. We look forward to an exciting year of celebrations and fan experiences to commemorate Sonic’s 35th anniversary in 2026, and we thank WildBrain CPLG for its support bringing Sonic into more people’s lives.”

 New Supersonic licensing partnerships 

In global partnerships, PUMA is launching  a capsule collection of clothing and footwear for adults and kids worldwide this month, inspired by the Sonic Racing: CrossWorlds game. The fan-focused sneaker design features detachable elements that mirror the game’s vehicle customisation. UHU unveiled a global back-to-school range this summer, featuring glue sticks and other stationery adhesives used in school. The rollout was supported by strong regional marketing campaigns, including TV advertising in key territories such as France and Germany. To further engage young fans, UHU is offering downloadable Sonic-themed craft activities at uhu.com, encouraging creativity and brand interaction. Panini has introduced the Sonic ‘Gotta Go Fast’ Trading Card Collection, tapping into the franchise’s high-energy appeal, while Optim released a range of children’s glasses with glow-in-the-dark frames—both product lines are available worldwide.

Across EMEA, LC Waikiki launched a vibrant collection of kids’ apparel, footwear and accessories, while IUMAN Intimissimi Uomo introduced a playful nightwear and underwear line for men and children, featuring fun mini-me styles. In the Nordics, PXL energy drinks is keeping fans refreshed with a Sonic-themed drink, while in Iberia, Cuetara ran an on-pack promotion featuring Sonic Tosta Rica biscuits. In Italy, supermarket chain Eurospin featured a promotion where shoppers were able to collect Sonic characters weekly, and Cartografica launched Sonic-branded tissues and kitchen roll. New Sonic book titles have been released by Hachette Livre in France, while in Spain, Sonic features in a campaign with Foster’s Hollywood US-themed restaurant chain.

Visit SEGA (stand A181) and WildBrain CPLG (stand B171) at Brand Licensing Europe to explore Sonic the Hedgehog licensing opportunities.

About WildBrain CPLG
WildBrain CPLG is a trusted licensing partner for leading brands worldwide, offering 50 years of expertise building consumer products and location-based entertainment programmes across the entertainment, sport, corporate and lifestyle sectors. With over 20 offices serving the UK, Europe, India, the Middle East, China, Asia Pacific and the US, WildBrain CPLG combines the strength of global reach with expertise in local markets to achieve the best results for partners. Our passionate teams consistently challenge themselves to explore new and innovative ideas and opportunities in partnerships, activations, creative and business processes to celebrate and build brands. At WildBrain CPLG, we believe that collaboration is about clarity, openness and trust, and we are widely known for our no-nonsense, straightforward approach. Our ASPIRE division offers expert Corporate & Lifestyle brand representation and management. WildBrain CPLG is part of WildBrain Ltd., a global leader in kids’ and family entertainment. Please contact us or visit the WildBrain CPLG website for more information: www.cplg.com.

About SEGA of America, Inc.
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic’s Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog, Total War™, Like a Dragon, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus’ Persona series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.sega.com. ©SEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA, the SEGA logo, SONIC THE HEDGEHOG, SONIC RACING and SONIC RACING CROSSWORLDS are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.