By Allison Watkinson
WildBrain CPLG and SEGA of America have secured multiple new licensing partnerships for the Sonic Prime Netflix series.
Sonic Prime is an animated adventure series that follows Sonic the Hedgehog as he journeys through a warped multiverse to restore his original reality.
The Sonic Prime series is jointly produced, distributed, and licensed by SEGA and WildBrain Ltd. The SEGA corporation represents the Sonic Prime licensing program in North America and Japan, while WildBrain CPLG represents the brand in the rest of the world.
“Coming off the successful launch of Sonic Prime season two on Netflix, the Sonic community continues to grow globally,” said SEGA of America CBO, Ivo Gerscovich. “As our fans show their endless passion and dedication to the brand, we’re proud to bring our community outstanding merchandise in collaboration with exceptional partners like WildBrain.”
WildBrain CPLG has secured new Sonic Prime licensing deals in a variety of product categories across Europe, the Middle East, and North Africa (MENA).
The Ravensburger toy company has been selected for a range of Sonic Prime puzzles, arts & crafts, and games. The Ravensburger collection will be distributed throughout Europe and the MENA region.
Dulcop International is creating a line of Sonic Prime-themed bubble bath and bubble toy products that will be available throughout Europe and MENA.
The confectionary company Thor Teknoloji is launching a licensed candy collection for the brand that will be available for purchase in Turkey, Europe and MENA.
For the Benelux region, Wildbrain CGLG has secured Sonic Prime licensing agreements with Kubbinga for outdoor play products, Caresse Cosmetics for personal care and TM Essentials for arts and crafts.
The Caresse Cosmetics collection will include products such as shower gel, lip balm and dental items.
The Kubbinga collection will include items such as bicycles, scooters and outdoor accessories.
Additional partnerships for the Sonic Prime brand include Cooneen by Design for apparel in the UK and Ireland; Educa Borras for toys and puzzles in Iberia, France and Lebanon; Nuans Kozmetik for perfume and toiletries in Northern Cyprus and Türkiye; and Markidis for an Easter egg collection in Greece.
“Sonic the Hedgehog is one of the hottest entertainment brands in the world today, and its popularity amongst global audiences continues to soar,” said WildBrain CPLG SVP, Maarten Weck. “For our hugely popular Netflix series, Sonic Prime, we’ve signed another wave of cross-category licensing deals, in collaboration with SEGA, building on the expansive slate announced earlier this year,” Weck added. “The innovative and creative range of products for Sonic Prime has already begun to delight fans at retail, and there are many more to come this fall and winter and into 2024.”
The Sonic the Hedgehog franchise was originally launched as a video game by the SEGA Corporation in 1991. Since its initial debut, the Sonic brand has grown into a global entertainment franchise that includes numerous games, movies, TV series, published works, and licensed consumer products.