Partners on board in key categories ahead of new video game and TV release.

Sega reveals Sonic Boom merchandising programme

Sega is ramping up the licensing activity for Sonic Boom ahead of the introduction of the new television and video game release.

The firm has put together a robust line-up of merchandising and promotional partners, focused on several key categories including toys, apparel and food and beverage.

Sonic Boom’s overall licensing programme will be one of the biggest licence initiatives that Sega has undertaken in recent years. It has lined up retailers including Walmart, Target, Toys R Us, JC Penney, Kohl’s and Barnes & Noble to feature an array of product from partners such as Archie Comics, Bioworld, Fifth Sun, Bakery Crafts, Isaac Morris and Bulls I Toy for toys, comics, apparel and novelty.

In addition, Accessory Innovations, Franco, Rubies, Howard Keys, teNeues and World Tech Toys will be covering back to school, bedding, costumes, housewares, calendars and remote control vehicles for North America and Mexico in 2015.

The programme will be anchored by master toy partner Tomy, which will roll out plush, action figures, RC, role play, vehicles and novelty.

Sega has lined up additional creative promotional partners to pair with the video game icon. Sonic and his shade of blue will be making their way into a special Sonic Boom branded version of the classic ICEE Blue Raspberry flavour.

The promotional flavour will be available across the US, and a feature a custom designed ICEE and Sonic Boom 24-ounce cup, along with the opportunity to win prizes and unlock bonus game content from Sonic Boom: Rise of Lyric for Wii U.

A relationship with Del Taco is also on the cards to create a multi-platform campaign with in-restaurant, social media and radio promotional components in top national markets such as New York, Los Angeles, Chicago, San Francisco, Dallas and Miami.

"The evolution of Sonic Boom is set to take off at lightning speed, and we are racing toward new and innovative ways to bring this new branch of the beloved Hedgehog to life," said John Cheng, president and COO at Sega of America.

"Sonic the Hedgehog has over 20 years of history to his name, and we have lined up partners and merchandisers to create a programme that will tie every facet of Sonic’s world together."

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