Craft Buddy is teaming with Sega for its first move into the gaming category, with Sonic product launching for AW26
Craft Buddy has signed a major new licensing agreement with Sega for Sonic the Hedgehog, marking Craft Buddy’s first expansion into the video gaming category and strengthening its position in the kidult market.
Spanning EMEA, North America, and LATAM, the agreement will see Craft Buddy translate the fast-paced world of Sonic the Hedgehog into collectible craft formats. Initial hero lines will form part of Craft Buddy’s AW26 retail launches across key markets.
Craft Buddy’s proven ability to translate major licences into accessible, visually striking Crystal Art ranges will introduce Sonic characters to a new crafting audience, extending engagement beyond gaming and screens into hands-on creative play for boys, girls, families and adults.
Gary Wadhwani, Co-Founder, Craft Buddy, said: “Signing with Sega for Sonic the Hedgehog is a landmark moment for Craft Buddy, and an incredibly exciting step into the gaming category in 2026. Sonic is a truly global icon with multi-generational appeal and enjoys ongoing momentum across entertainment and retail. We’re looking forward to bringing Sonic to life through Crystal Art in a way that feels fresh, collectible and aligns with today’s craft and gifting audiences.”
The Sonic range will be developed as a close collaboration between Craft Buddy’s in-house product development team and the licensing team at Sega, embracing creativity, collectability and gifting appeal through enjoyable crafting experiences. The new line-up will sit alongside Craft Buddy’s expanding licensed portfolio, continuing the company’s strategy of pairing globally recognised entertainment franchises with creative play.
“Sonic the Hedgehog has been inspiring fans for over three decades and we’re always excited to bring new and creative ways for the community to engage with the brand,” said Gemma Daniels, Senior Licensing Manager at Sega for UK and EMEA Hardlines and Publishing. “We’re thrilled to partner with Craft Buddy to bring Sonic’s energy and vibrant world to life in a completely new format.”
