JAKKS Pacific to launch Sonic Prime action figures, play-sets and costumes in 2023

JAKKS Pacific has signed a partnership with Sega of America to launch toys for the upcoming animated Sonic the Hedgehog series, Sonic Prime.

The deal will see JAKKS will produce action figures, play-sets, vehicles, plush and other collectibles for Sonic Prime.

JAKKS’ Disguise arm is also on board as Sonic Prime’s official costume and costume accessory partner, with distribution rights across the globe.

The Sonic Prime-branded product lines will land in 2023, following the launch of the series on Netflix later this year.

“SEGA has done a tremendous job telling the story of Sonic through a multitude of medium forums,” said Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific.

“Sonic Prime’s premiere on Netflix in 2022 will keep fans engaged with the property and give JAKKS a whole new Sonic multiverse to explore through toys and costumes. Our customers are not just kids, but also collectors, and this brand consistently hits the mark with retailers and fans year after year.”

Michael Cisneros, Senior Manager of Licensing at Sega of America, added: “JAKKS has consistently captured Sonic’s signature persona, and we’re thrilled to have them on board for another partnership.

“Sonic Prime will feature everyone’s favourite hedgehog setting out on a new adventure, so we’re looking forward to providing innovative products to audiences everywhere that will bring the iconic character to life.”

—

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Ravensburger details influencer initiatives for Disney Lorcana

“It’s vital to us to onboard new influencers, players and Disney fans to grow and expand Disney Lorcana in the UK,” said Lea Dillenseger, Product Marketing Manager at Ravensburger UK.

BTHA and Mojo Nation to host Inventors Lunch at Toy Fair 2025

The free Inventors Lunch will return to Toy Fair on Thursday, January 25th at 12PM, hosted upstairs on the Toy Trust Lounge (UL 161).

Hasbro launches AI-powered Game Finder tool

Game Finder’s AI knows the nuances of each Hasbro game, from the ideal play group size to features unique to each title.

Surge Brands named global licensing agent for Crazy Aaron’s

“The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” said Aaron Muderick, Founder and President at Crazy Aaron’s.

Boyhood teams with Disney for wooden Mickey Mouse figure

“We have achieved a result that sets new standards for wooden sculptures,” said Boyhood designer and founder Jakob Burgsø.

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.