Sega Europe expands outdoor toy ranges - Licensing.biz

Sega Europe expands outdoor toy ranges

Two new licensing partners will deliver a range of Sonic bikes, skateboards and more.
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Sega Europe is expanding its outdoor toy presence.

Two new licensees are on board to develop a collection of outdoor toys for the European markets.

Netherlands-based Global Industry BV has been signed to develop a range of skateboards, scooters, roller blades as well as folding chairs, play tents, sleeping bags, water guns and sporting goods all featuring the classic character.

The products are set to launch in Benelux, GAS and France in October.

Furthermore, Universal Cycles will develop a range of bikes, scooters, skateboards, skates, helmets and bike accessories for the UK and Ireland.

And Argos has already placed initial orders for the collection.

Sissel Henno, head of brand licensing at Sega Europe, said: "We're absolutely delighted to appoint Global Industry and Universal Cycles as licensees for a range of outdoor sporting goods.

"Sonic is a great fit for these types of sporty products and we're confident that the product execution will be of a high standard, benefitting from both companies' expertise."

Erwin van Luttikhuizen, manager of sales and marketing for Global Industry BV, said: "We're very excited to partner with Sega on the Sonic franchise.

"As one of the icons of the game industry, we feel Sonic is the perfect license beside all regular entertainment driven merchandise.

"Furthermore, we believe that Sonic lends himself perfectly to our wide ranges of wheeled toys and outdoor goods."

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