Licensing deals key to game company's blue mascot.
Merchandising deals can make Sonic the Hedgehog as iconic as Hello Kitty, say Sega.
The firm is focusing on its four major IPs as part of its recent restructure, with priorities to push into digital and licensing.
For Sonic, the latter means signing up more third parties to make associated toys, clothing and other gear.
And the famous company mascot could be as ubiquitous as Sanrio’s cute cat, explained Jurgen Post, COO of Sega Europe.
“Sonic is a well-known character, but we’ve got a lot of room to grow in merchandising,” he told Licensing.biz sister site MCV.
“We dream of Hello Kitty. We’re still far off from that but we can see that our profits are growing year on year in the US and Europe [on merchandising].
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