Firm teams with Sega for new line of merchandise for popular gaming character.
Toy giant Tomy is teaming up with Sega and Jazwares to launch a new range of Sonic the Hedgehog merchandise.
Tomy Europe has been awarded the rights to develop and distribute the range from spring 2011. The two-year deal will mean the company will have access to a vast back catalogue of characters and stories from two decades of Sonic video games.
In addition, Tomy has signed a pan-European distribution agreement with US toy manufacturer Jazwares.
The deal, which begins on February 1st and run through until December 31st 2012, will see Tomy sell toys from Jazwares' catalogue of Sonic the Hedgehog merchandise.
"These are two hugely exciting agreements for Tomy," said CEO Robert Mann. "Sonic the Hedgehog is one of the most iconic characters in the history of video gaming and has brand recognition reaching far beyond. Sonic players have been fanatical about collectibles and merchandise and today's generation are no exception."
To accompany the new video games, Tomy will be releasing a range of collectible figurines, action figures and plush toys.