Sega appoints new agents in Iberia to push Sonic

SEGA Europe Ltd. has appointed two new licensing agents in Iberia.

Popcorn Brand Activity and Enjoy Brand Licensing will work to support the Sonic the Hedgehog brand and push opportunities for the new Sonic Boom brand.

Enjoy Brand Licensing will be responsible for Spain and Andorra while Popcorn Brand Activity will cover Portugal, Angola, Cape Verde, Guinea Bissau, Equatorial Guinea, Mozambique, São Tomé e Principe and East Timor.

Both agents will look for partners in apparel, accessories, promotions, publishing (excluding partworks) and more.

“We’re thrilled to be teaming up with strong local agencies in both Spain and Portugal," said Sissel Henno, head of brand licensing, SEGA Europe.

"Enjoy Brand Licensing has a great track record in Spain and will be a very good fit for Sonic the Hedgehog. In Portugal, we’ll be working with Popcorn Brand Activity, who have a well reputed portfolio of brands that they already represent. We’re confident that there are a lot of possibilities within the territory and that both agencies are well placed to help us realise this potential.

Ruben Gill, CEO, Enjoy Brand Licensing, added: “We are very honored to have been named Licensing Agents for Sonic in Spain. Sonic is already a strong brand in the territory and this strength will only grow thanks to the upcoming Sonic Boom project. We are sure we will be able to build with the help of Sega’s great team a massive licensing program here”.

Alice Durand, Brand Manager, Popcorn Brand Activity commented: “Sonic is a global phenomenon with an impressive community of fans of all ages in Portugal. We are delighted to be an active part of Sonic’s success in this important phase. Brand activation based on expertise and product innovation of Portuguese companies will be the key for an effective and successful licensing program in Portugal.”

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