SEGA signs new accessories partner as Sonic sales rise

SEGA Europe has announced a fresh licensing deal with Trademark Collections for a host of kids’ Sonic accessories.

Backpacks, umbrellas, school bags and wheeled luggage displaying Sonic the Hedgehog imagery will launch in the UK this year. 

SEGA says sales of Sonic toys and products have risen year-on-year. The video game character – which is 21 years old – has a core audience of boys and girls aged four to 11 years old.

The backpacks will be the first products to launch at retail in February 2013.

Sissel Henno, Head of European Brand Licensing at SEGA, said: “We are thrilled to partner with Trademark Collections on this exciting new product range for 2013. Consumer appetite for Sonic is as strong as ever and sales are on the up across the board from toys to apparel and accessories."

Helen Hillson, Creative Director at Trademark Collections, commented: “Trademark Collections is delighted to be working with SEGA on such a popular brand as Sonic and we look forward to showcasing the new products at Spring Fair, Hall 20 Stand F39-E38.”

Other licensed Sonic the Hedgehog products already available in the UK include toys, children’s apparel from Smith & Brooks and homewares such as bedding from Character World. 

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