Sega and JAKKS Pacific have renewed their global partnership through 2029 to expand Sonic the Hedgehog toy lines, including new action figures, plush, and playsets inspired by the iconic video game franchise.
Sega of America and JAKKS Pacific have renewed their long-standing partnership to continue producing Sonic the Hedgehog toys and collectibles through 2029.
Under the renewed deal, JAKKS Pacific will remain the global master toy partner for the Sonic the Hedgehog franchise, designing, manufacturing, and distributing a range of products including action figures, plush toys, playsets, vehicles, and collectibles.
The announcement follows years of record sales for the Sonic line, with fan-favourite products such as the four-inch Articulated Figure range and the Sonic Speed RC leading the charge across major retailers worldwide.
Virginia Reneau, Senior Vice President of Licensing at JAKKS Pacific, said in a statement: “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.
“We look forward to building on that momentum with exciting new offerings well into the future.”
Alex Gomez, Vice President of Licensing and Partnerships at Sega of America, added: “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.”
The timing of the announcement comes following a successful year for Sega, with Sonic the Hedgehog 3 hitting theatres late in 2024 and the franchise continuing to expand through games, film, and animation projects.
Sega and JAKKS Pacific reteam for Sonic the Hedgehog merchandise
