SEGA Europe taps Bridge for Team Sonic Racing brand campaign

SEGA Europe has appointed partner marketing experts Bridge to create a brand partnership campaign supporting the release of Team Sonic Racing throughout 2019.

Launching this May, the kart racing game Team Sonic Racing is a spinoff from SEGA’s iconic Sonic the Hedgehog series, combining elements of arcade and fast-paced competitive, multi-player racing. Gamers can choose from a range of characters from Sonic the Hedgehog lore.

Bridge recently launched its first international office in Berlin, and will now use its bespoke brand matcher software alongside AI-powered insight and research tools to meet the SEGA Europe brief.

Ros Carmoody, managing director of Bridge UK, said: “Sonic the Hedgehog is one of the world’s best-loved video game characters, offering exciting opportunities for brands to share in his enduring popularity. We’re seeking family brand partners to support the release at key beats throughout the year, such as summer holidays, October half term and Christmas.”

Caspian Horwood, product marketing manager at SEGA Europe Ltd, added: “We look forward to building an alliance of family brands that can help us drive sales by engaging a new generation of children with our most iconic character.”

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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