Sonic celebrates 20th anniversary with licensing blitz

Twenty years of Sonic will be marked by a global merchandising plan.

Sega Europe’s newly expanded licensing team is seeking partnerships in every sector imaginable to create new product lines for the mascot’s 20th anniversary on June 23rd.

We have some surprises lined up for Sonic’s anniversary,” Sega Europe’s head of licensing Sissel Henno told MCV.

We’re working on a number of retail initiatives across different sectors. Ideally, we would like to tie in different merchandise to create a strong branded presence in stores.”

Sega Europe will meet potential new partners at several trade shows next month, including the Brand Licensing Show in Budapest, Bologna Book Fair and Kazachok Licensing Show in Paris.

We want to team up with multi-territory partners in publishing, apparel and collectibles such as trading card games and stickers,” said Henno. We also have interest in categories such as wheeled items, outdoor sporting goods and bedding in the UK and internationally.”

The publisher already has strong ties with toy firm Tomy, which currently produces action figures, vehicles and plush toys based on the games.

Other UK licensing deals have seen the release of Sonic-branded stationery, posters, greeting cards, confectionary and more.

Sega even teamed up with Alton Towers last year to rebrand one of its rollercoasters as the Sonic Spinball Whizzer and create a Sonic-themed hotel room. More than one million people tried out the ride in 2010.