Sega Europe and Sanrio have partnered on a new brand collaboration between Sonic the Hedgehog and Hello Kitty for a cute and quirky fusion style called Sonic x Hello Kitty.
Sanrio will manage the licensing programme on a day to day basis, focusing on bespoke retail partnerships and distribution channels that cater to these fans.
The key merchandise areas for the property will include giftware, apparel and novelty items, with the target audience being girls aged ten and up.
"Character cross overs have been a classic Hello Kitty spin-off for years and our fans are always in search of the latest collaborations," explained Paolo Casarini, licensing director at Sanrio. "We are sure that this project will soon create a new collection fever."
Sissel Henno, head of brand licensing at Sega Europe, added: "We're looking forward to seeing a new line of quirky Sonic x Hello Kitty merchandise on shelf. Both brands have avid followers who are always on the look out for collectables, and we believe this offering will be a very good fit."