Sega: Sonic can be the next Hello Kitty
Tuesday, 17th July 2012 at 10:44 am
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].
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.
© Licensing.biz 2013. All rights reserved.