Partnerships & Collaborations

“We have a variety of anniversary collaborations available and on the horizon,” says Jason Rice, director of brand licensing at SEGA Europe. “These include fashion partnerships, gifts and collectables, toys and a selection of retail activities.” LEVELLING LEVELLING UP UP

FASHION

Supplied exclusively by licensee Global Brands Group, Skechers will be launching a limited edition kids apparel collection for autumn 2021, ahead of a wider apparel collection for spring 2022. The multicategory range will be sold across EMEA and promoted in-store this Christmas.

Starter Black Label

The iconic brand will launch a limited edition young adult collection celebrating Sonic’s 30th anniversary.

Marc Jacques

Burton

Launching for AW21, this collaboration with high-end fashion designer Marc Jacques Burton comprises a limited edition adults capsule collection under the label

‘MJB’, plus a young adults collection under the ‘FELT’ label.

It will be sold globally and promoted in Selfridges,

London via an exclusive pop-up store installation.

GIFTS & COLLECTABLES

Rubber Road

Designed by Numskull, the 30th anniversary figure has been available for pre-order since March, with product launching from August.

First 4 Figures

Launching later this year, a limited edition 16” collectable resin statue will feature a recreation of the 30th anniversary key art of Modern Sonic jumping through a gold ring. The base will feature assets taken from some of Sonic’s most iconic levels.

Exquisite Gaming

A limited edition 30th anniversary Cable Guy is available now. The phone and gaming controller holder stands at 8” tall and includes 2m of type C USB charging cable. And in the US…

TOYS

Character Options

A limited edition Character Options gold Stretch Sonic –featuring floating gold rings – will be launching later this year.

SEGA America has also been busy securing a raft of partnerships and collaborations.

“There’s a handful of Sonic fashion collaborations that are coming up this year in celebration of his 30th anniversary, including a King Ice official jewellery collection and a range from Graph Gaming that will feature exclusive apparel and accessories dedicated to Sonic,” says Ivo Gerscovich.

There’s plenty happening outside of the fashion categories, too. Ivo continues: “Dark Horse Comics is producing a Sonic Encyclo-speed-ia, a full-colour hardcover retrospective exploration of the Sonic franchise; Funko is bringing a new collection of Pop! Vinyl Figures that fans will recognise as iconic Sonic characters; IDW Publishing has released its first Classic Sonic adventure in a new mini-series; and FiGPiN will be producing collectable enamel pins this winter. G FUEL has also relaunched the PEACH RINGS flavour as an exclusive 30th anniversary celebration for Sonic.”

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