Sega Europe has sealed an agreement with FremantleMedia Enterprises for it to handle the licensing for Sonic the Hedgehog across Germany, Switzerland, Austria and Eastern Europe.
The deal adds to FME's third party brand management portfolio, which also includes Rebecca Bonbon, Miami Ink, LA Ink, American Chopper and Deadliest Catch.
"We are thrilled to represent such a fantastic entertainment property and classic gaming brand across parts of Europe," said Diana Dieckmann, VP of licensing GAS & CEE at FME. "FME is constantly seeking to extend new and exciting brands, and Sonic the Hedgehog complements our roster of successful licensing properties.
"We look forward to growing the licensing programme for the number one gaming character in the world."
Sissel Henno, head of brand licensing for Sega Europe, added: "We're experiencing great demand for Sonic the Hedgehog and are very excited to be working with FME for GAS and Eastern Europe.
"With the 20th anniversary of Sonic this year and fantastic brand momentum, we're confident that FME will be in a great position to grow the business in these markets."