SEGA® and WildBrain CPLG Super-Charge Sonic the Hedgehog™ Licensing Programme With New Partnerships
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 across 1100 stores where shoppers were able to collect Sonic characters weekly, and Cartografica Galeotti 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.