Jetix Consumer Products has agreed a deal with the Spinal Injuries Association to use Classic Sonic the Hedgehog as its charity mascot.
The SIA is the official charity of the Flora London Marathon 2008 and this deal will see Classic Sonic being featured throughout SIA’s participation in the race and other athletic events including the Great North Run, the Hydro Active Challenge and the London Triathlon.
The character will be featured on running vests, a dedicated website and as part of the charity’s marketing and advertising campaigns until the end of 2008.
“We are thrilled to have secured a deal with such a worthy cause,” said Richard Woolf, international licensing director at JCP. “Classic Sonic is a widely recognised and well-loved character so we’re confident he will assist in raising the profile of the SIA’s excellent work.”
The SIA provides specialist support for people paralysed through a spinal cord injury and has a new project entitled Rebuilding Lives Through Sport.
Mike McCann, SIA team events manager, added: “We are aiming to put half a million pounds into grassroots wheelchair sports with sponsorship raised by our marathon runners. Sonic is a terrific character to attract runners and supporters for SIA and we are delighted to have him on our team.”