Sonic the Hedgehog meets Hello Kitty in new SEGA x Sanrio collaboration

The move arrives as SEGA continues its 25th anniversary celebrations for the iconic Sonic the Hedgehog franchise.
Publish date:
Social count:
Hello Kitty and Sonic.jpg

The worlds of Sonic the Hedgehog and Hello Kitty have finally collided.

SEGA and Sanrio have partnered to launch the first phase of the Sonic the Hedgehog Sanrio collection of consumer products.

The initial range will include ten-inch plush featuring mash-ups of SEGA’s Sonic, tails, Knuckles and Amy with Sanrio’s popular Hello Kitty, Badtz-Maru, Chococat and My Melody.

The move arrives as SEGA continues its 25th anniversary celebrations for the iconic Sonic the Hedgehog franchise.

“SEGA and Sanrio both have a rich history in creating whimsical creative characters that transcend generations along with a loyal dedicated fan base,” said licensing director of SEGA of America, Anoulay Tsai.

“With 2016 marking Sonic’s 25th anniversary, we’ve stepped out of the box by creating innovative collaborations with iconic brands like Hello Kitty to reinforce the relevance, longevity and strength of our beloved blue hedgehog.

“We hope to surprise and delight our fans through our combined efforts.”

The second phase of the collaboration will feature expanded categories including plush and collectable vinyl figures from Toynami and will include co-branded SEGA and Sanrio character designs.


Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.