Sega America and Sega Europe will introduce an extensive campaign including new games, merchandise and promotional partners for Sonic the Hedgehog.
And Sega is using this year's Licensing Expo to lay the groundwork for a licensing and promotional programme to support the effort.
It's looking to build its current portfolio, concentrating on several key categories including toys, apparel, bed and bath, food and beverage and amusement.
Part of Sega's strategy to extend the brand to new territories will be to cast the Sonic the Hedgehog image in new products and consumer facing events. The campaign will begin with Latin America.
The push follows the recent announcement of a three-title exclusive partnership with Nintendo for the Sonic video game franchise.
The first title under this agreement will introduce Sonic Lost World for Wii U and Nintendo 3DS later this year.
John Cheng, president and COO of Sega America, said: "2014 is going to be a significant year for the Sonic the Hedgehog franchise that will take our loveable blue hero to new heights.
"Our partnership with Nintendo creates the backbone of a programme that will take its lead from gaming.
"With that support we can build a campaign for the character that will thrill and surprise fans all across the globe."
Alongside Sonic, Sega will also be showcasing a plethora of brands at the Licensing Expo including classic game titles Golden Axe, Altered Beast, Street of Rage and Shinobi along with the Mega Drive console and 25th anniversary of the Sega Genesis gaming console.
The games firm will also be launching Total War: Rome II for PC this summer and will be pushing the licensing opportunities surrounding the Total War franchise.
Sega has also added the Company of Heroes license to its portfolio and will be releasing Company of Heroes 5 on June 25th.
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