Sonic looking to make his mark in fashion sector

Sega working with trio of apparel licensees on new lines for launch across Europe.
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Sega Europe is taking its hit video games brand, Sonic the Hedgehog, further into the fashion world, signing a trio of apparel partners.

A new deal has been inked with Imap Export SpA, which will see Sonic apparel in all 600 Original Marines stores in Italy, Eastern Europe and the Middle East.

The firm has been signed to develop t-shirts, shirts, sweatshirts, sports jackets, trousers and swim wear, with product launching from spring 2014.

"This is a very exciting fashion collaboration for Sonic the Hedgehog," said Sissel Henno, head of brand licensing (Europe) at Sega Europe. "In teaming up with Imap Export to launch apparel across Original Marines stores, we have great expectations for the look and feel of the new range, and therefore anticipate it will be a big hit with Sonic fans when it hits stores in 2014."

Paulo Lucci, licensing manager at Imap Export, added: "It is great to be part of the expansion of the licensing programme, bringing stylish new apparel designs and lines to the mix."

In addition, Sun City S.A will be developing a range of adult and children's apparel and accessories. Launching in the summer, the range will include t-shirts, sweatshirts, trousers, shorts, nightwear, underwear, swimwear, socks and slippers for the French market.

Finally, Sega has extended its agreement with Malu Holland in Benelux. This follows the success of its apparel in Cool Cat stores back in 2012. Additional product categories have been added including underwear and nightwear for adults and children.

Malu Holland is also creating a wider variety of designs featuring modern and classic Sonic artwork.

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