LEGO and SEGA partner to bring Sonic the Hedgehog to brick form

The LEGO Group has detailed a new partnership with SEGA to bring Sonic the Hedgehog into brick form, thanks to a concept design submitted to the Danish toy maker’s invention platform, LEGO Ideas.

Created by a 24-year-old LEGO superfan, Viv Grannell, the design was inspired by SEGA’s critically acclaimed 2017 platformer experience Sonic Mania and features iconic characters and environments from the game’s Green Hill Zone level.

The design achieved its pre-requisite 10,000 votes from LEGO fans worldwide and has now been given the green light to enter production through a partnership between LEGO and SEGA.

Talking about the winning idea, Viv Grannell, said: “I’ve been invested in the world of Sonic for almost my entire life, and it’s such a perfect fit for the LEGO system that I spent about a year rallying support for it to happen.

“Having 10,000 people back my design was overwhelming enough, even with friends and family behind me, but having it be selected for further development was the most exciting secret I have ever had to keep.”

The Sonic Mania Green Hill Zone LEGO Ideas design will now go into the product development phase, in partnership with SEGA and once finalised will be available worldwide.

Talking about the collaboration, Jason Rice, director of brand licensing, SEGA Europe Ltd, said: “At SEGA, we’ve always encouraged fans to take part in the legacy of the Sonic franchise through their own creations and it’s wonderful to see the tradition continued through the LEGO Ideas program.

“We’re thrilled to partner with Viv and the LEGO Group, and hope to inspire fans to continue creating their own unique Sonic the Hedgehog experiences for generations to come.”

The Sonic Mania Green Hill Zone LEGO Ideas design is the ultimate embodiment of Sonic the Hedgehog’s past and future as the franchise celebrates its 30th anniversary this June. Featuring a wide variety of elements inspired by Classic Sonic, the set will provide LEGO collectors and Sonic fans alike a truly supersonic LEGO experience.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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