Sonic speeds into the toy aisle with Jakks

Sega appoints Jakks Pacific global toy partner for Sonic the Hedgehog in a multi-year deal covering action figures, pinballs sets and more

Written by Rhys Thomas

Posted 14.02.2019 | Toys

Sonic speeds into the toy aisle with Jakks thumbnail

Jakks Pacific has been named global toy partner for Sonic the Hedgehog, Sega’s iconic video game property.

Under the multi-year deal, the US toymaker will manufacture, market and distribute a wide range of products, including action figures, playsets, plush, collectbales and novelty items – all of which will be on show during New York Toy Fair this weekend.

“We are incredibly excited to work with Sega of America to bring this iconic property and character to life,” says Craig Drobis, SVP Marketing, Jakks Pacific. “The Jakks line of toys, role-play, and dress-up extends the Sonic experience from screen time to playtime.”

Sonic Spinball, a cult-classic video game from 1993, image: giantbomb.com

A highlight from the range Jakks is predicting to ignite the passion of fans is the Pinball Track Set, a nod to the 1993 Sonic Spinball video game. This set brings the game to life with its customsable track and an exclusive removable figure. Fans simply pull the pinball launcher and shoot the Sonic Spheres through the loops and turns.

Anoulay Tsai, Licensing Director, Sega of America adds: “As a best-in-class toy company that possesses an exemplary track record with legendary brands in the gaming space, it made perfect sense for us to enter into a partnership with Jakks Pacific. This is a great step forward for Sonic the Hedgehog as we endeavor to break barriers at the speed of sound in toys!”

The global launch, which excludes Asia, will bring Sonic the Hedgehog toys to retail this autumn, starting at pocket money prices.


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