Last year, SEGA and Netflix announced Sonic Prime, a new 3D animated series starring everyone’s favorite hedgehog, set to premier sometime in 2022.

In an unsurprising move, SEGA has announced they will be partnering with JAKKS Pacific to create a new line of merchandise for the show. According to the official press release, the line will include “action figures, playsets, vehicles, plush and other collectibles associated with the upcoming new show”, to be released in 2023. JAKKS Pacific will also be teaming up with Disguise, Inc for “official costumes and costume accessories” with the Sonic Prime brand.

Regarding the partnership, Senior Vice President of Marketing at JAKKS Pacific Craig Drobis and Senior Manager of Licensing at Sega of America Michael Cisneros had this to say:

Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific, Inc.

“SEGA has done a tremendous job telling the story of Sonic through a multitude of medium forums. In addition to the high-octane video games they continue to release and the Sonic Movie 2 coming next year, Sonic Prime’s premiere on Netflix in 2022 will keep fans engaged with the property and give JAKKS a whole new Sonic multiverse to explore through toys and costumes. Our customers are not just kids, but also collectors, and this brand consistently hits the mark with retailers and fans year after year.”

Michael Cisneros, Senior Manager of Licensing at Sega of America, Inc.

“JAKKS has consistently captured Sonic’s signature persona, and we’re thrilled to have them on board for another partnership. Sonic Prime will feature everyone’s favorite hedgehog setting out on a new adventure, so we’re looking forward to providing innovative products to audiences everywhere that will bring the iconic character to life.”

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