New agreement with Sega will see Jakks continue to bring action figures, playsets, collectibles and more to global markets until 2029
Jakks Pacific has renewed its lead global toy partner deal with Sega of America for the core Sonic the Hedgehog collection.
Under the new agreement, Jakks will continue to design, manufacture, market, and sell Sonic the Hedgehog branded toy lines – including action figures, playsets, vehicles, plush, and collectibles – worldwide until 2029.
“Jakks Pacific has continued to play a key role in translating Sega’s legacy into standout, high-quality merchandise that resonates with fans across all generations”
“Our Sonic the Hedgehog line continues to perform strongly at retail, and has consistently connected with fans worldwide throughout our partnership with Sega over the last six years,” said Virginia Reneau, Senior Vice President of Licensing at Jakks Pacific. “From action figures to playsets and plush, the brand has seen steady growth since the beginning of our collaboration and we look forward to building on that momentum.”
The Jakks line of Sonic the Hedgehog merchandise was first introduced in 2019, with product launches spanning across big box retailers in-store and online. The evergreen toys, such as the 4-inch Articulate Figures assortment and the Sonic Speed RC, have captured the attention of fans young and old, offering a fresh take on how to interact with the brand.
Alex Gomez, Vice President of Licensing & Partnerships at Sega of America, said: “Jakks Pacific has continued to play a key role in translating Sega’s legacy into standout, high-quality merchandise that resonates with fans across all generations. As we look ahead to this fall and beyond, the expansion of our partnership will deliver a new wave of products that celebrate the rich history of the brand while embracing an exciting future.”
