Sega sees Sonic toys sales surge

Sonic merchandise is in hot demand”, says Sega.The publisher launched a licensing drive for its mascot last year, and has partnered with a range of companies to put Sonic’s face on toys, bedding, posters and more.

Sega has now launched its own online Sonic shop.

In the last year we’ve seen a sharp rise in the demand for Sonic merchandise across Europe and the UK in particular,” Sega Europe’s head of licensing Sissel Henno told MCV.

Apparel has been popular both for adults and kids, and collectible figurines and other toys such as RC vehicles have also been in hot demand.

We believe the momentum will continue as we team up with new partners to provide additional products of high quality.”

Partners over the past 12 months include Character World, which is working on Sonic-branded bedroom and home dcor products, and Five Element, which released a line of mini-figures to accompany Sonic Generations last November.

We have more products launching later this year,” added Henno. One of these is a range of construction toys from Meccano set to launch this autumn. We also have plans for books and collectibles, as well as additional apparel across Europe.”