New deals with Peelze and Mask-arade will see decorative wall stickers and party masks hit retailers this year.
Sega Europe has struck two new deals for its iconic character Sonic in the vinyl wall sticker market and party masks.
Peelze is developing a range of peelable vinyl wall stickers featuring the hedgehog and his friends. The licensing agreement will cover the UK, Eire and the Channel Islands.
Meanwhile, Mask-arade has created a Sonic Mask, retailing at £3.50 available from numerous High Street and online retailers including Primark, River Island, The Entertainer and Toys R Us.
Ray Duffy, MD at Mask-arade, said: "We are delighted to be working with Sega. Sonic is one of the world's best-known video game characters, this character marks the start of a new genre or Mask-arade.
"The Sega team in London and Japan have been brilliant to work with, and Mask-arade is looking forward to rolling out the new designs to new and existing customers."
Sissel Henno, head of brand licensing, Sega, added: "The agreement with Peelze perfectly complements our existing home decor range.
"Sonic and his friends will look striking across bedroom walls and create a fun filled environment for kids to engage with their favourite characters.
"The Sonic Mask from Mask-arade is great fun and we know our Sonic fans will love donning the mask to imitate their favourite gaming hero."