Sega adds Character World to Sonic drive

Samantha Loveday

By Samantha Loveday

January 1st 2012 at 4:04PM
Sega adds Character World to Sonic drive

Homewares and textile specialist to produce a wide range of product for video games brand.

Character World has become the latest firm to join up with Sega on its Sonic The Hedgehog property.

The company is to produce Sonic-branded duvet covers, curtains, cushions, fleece blankets, sleeved fleece, fleece poncho, toweling poncho, towels, hot water bottle and cover, beanbags, rugs, canvas wall-art, card wall-art, face cloth and magic facecloth, foam chair bed, sleeping bag, and single bedding starter sets.

There is already strong interest from different retailers for the range and Character World is aiming to launch the products for autumn/winter 2012.

Tim Kilby, Character World’s brand manager, said: “Sonic the Hedgehog entered the gaming world in the early 1990s and fast became an icon of the gaming generation. Sonic is not just the most famous hedgehog in the world; but one of the most recognisable characters, appealing to a wide market.

"Gaming is a new area of opportunity for us and we’re really excited about Sonic being a key part of our market leading home textiles portfolio going into 2012. Ambitious growth plans are in place from SEGA and this is something we are proud to be part of going forward.”

Sissel Henno, SEGA’s head of brand licensing (Europe), added: "We’re thrilled to be joining forces with Character World for Sonic. They have longstanding experience in the category and are well positioned to create a beautiful range of Sonic bedroom textiles."