General Mills and SEGA of America team up for Sonic’s birthday

General Mills and SEGA of America have teamed up to celebrate Sonic the Hedgehog and the release of his new film – Sonic the Hedgehog 2 – on April 8, 2022, with a special-edition line of cereal and fruit snacks.

Fans can collect gold rings just like the Blue Blur with a new honey-flavoured, ring-shaped cereal, complete with Chaos Emerald and Spin Dash marshmallows, as well as a fun back-of-the-box activity for a speedy way to start the day. The partnership also includes new Sonic the Hedgehog fruit snacks, which come in a variety of shapes and flavours for speedsters on the go.

“Our goal is to create holistic brand experiences for our consumers, and we’re so excited to be able to join SEGA to extend the ways that families can engage with the beloved Sonic the Hedgehog this spring,” says Katie Wong, Head of Ideas & Partnerships for General Mills. “By bringing Sonic into the cereal and fruit snacks aisles, we’re able to bring together favourites of both kids and parents alike.”

“General Mills is one of the foremost brands in the food industry, especially when it comes to youth-focused products, so we’re thrilled to partner up with them,” says Michael Cisneros, Senior Manager of Licensing at SEGA of America. “This partnership is a really fun and creative way to integrate some iconic aspects of the Sonic games into a whole new product line, and we’re excited to introduce it to Sonic fans.”

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

Check Also

Licensing International releases first findings from annual Global Licensing Industry Study

Licensing International has released a topline preview of its seventh annual Global Licensing Industry Study. Available …