By Jon Scarr
JAKKS Pacific and SEGA of America have renewed their global partnership for Sonic the Hedgehog toys, keeping JAKKS as the brand’s lead toy partner through 2029. The agreement gives JAKKS the continued rights to design, manufacture, market, and sell Sonic toys around the world, covering everything from action figures and plush to playsets, vehicles, collectibles, and more.
The partnership first kicked off in 2019, and the Sonic toy line has grown into one of JAKKS Pacific’s strongest performers. Items like the 4-inch articulated figures and the Sonic Speed RC have become fan favourites across online retailers and big box stores. With this renewed deal, fans can expect even more Sonic-themed products over the next several years.
Virginia Reneau, Senior Vice President of Licensing at JAKKS Pacific, said the Sonic line has “continued to perform strongly at retail,” noting that the collaboration has built steady momentum over the past six years. She added that the team is looking forward to sharing new offerings with fans in the future.
Alex Gomez, Vice President of Licensing & Partnerships at SEGA of America, praised JAKKS for helping translate Sonic’s legacy into merchandise that connects across generations. He said the expanded partnership will bring a new wave of products that honour the brand’s history while looking ahead to what’s next.