VEGAS 2011: Sega grows Sonic licensing programme

New pan-European partners signed, plus global deal with Pull & Bear.
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Sega has kicked off Licensing International by revealing a spate of deals for Sonic the Hedgehog.

These include pan-European partners such as Bioworld for t-shirts and fashion accessries, plus NKOK for RC vehicles, as well as a global deal with Pull & Bear for a capsule collection of t-shirts.

The RC vehicles are being distributed through Zappies in the UK, while other distributors internationally include IMC in Spain and Meccano in France to name just two.

Sega has also signed a number of local licensees including Abysee (t-shirts, fashion bags and accessories) and Prime (cake charms for Epiphany) in France; Sell out Srl (apparel) in Italy; and Insert Coin Clothing (t-shirts) in the UK.

The Sonic brand also continues to perform well through existing licensees Smith & Brooks, Tomy, Blueprint, Spearmark, Roy Lowe & Sons, William Lamb, GB eye, Gemma, Rubies, Kinnerton, Bigben Interactive and Trademark Products.

"We're thrilled to welcome so many new licensees to the programme and we're confident that the growing demand for Sonic will allow licensees to see excellent sell-through and growing numbers," said Sissel Henno, head of brand licensing Europe at Sega.


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