VEGAS 2015: SEGA Europe looks to build Sonic Boom portfolio

SEGA Europe is looking to build on its licensing programme for its popular new property, Sonic Boom at this year’s Licensing Expo.

Billed by the firm as a ‘new branch in the Sonic the Hedgehog universe,’ the Sonic Boom universe has already got off to a successful start, having been met with positive response from fans and consumers since its TV launch last year.

The new Sonic Boom master toy line from Tomy has reportedly already experienced a strong launch across France and the US and will roll out across the rest of EMEA this summer.

The range features plush, action figures, role play, pocket money toys, vehicles and more.

As well as toy and TV, Sonic the Hedgehog fans will be able to engage with the speedy critter via a collection of Top Trumps and Monopoly games form Winning Moves. The titles will be available across EMEA later this year.

Across fashion, and TVM Fashion Lab is currently working on a range of adults and children’s t-shirts, the first of which will be available I Tesco stores from summer 2015.

Jason Rice, director of brand licensing, SEGA Europe, said: “Licensing Expo in Las Vegas provides the perfect platform for SEGA to continue to drive forward the licensing programme for Sonic Boom.

“We are thrilled to already be working with great partners such as TOMY, Winning Moves and TVM Fashion Lab and are looking forward to bringing even more partners on board across all categories.”

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