Now that SEGA has decided to focus on fewer titles, some of their bigger IPs like Sonic the Hedgehog will be getting more attention. What is in store for Sonic? It means signing up more third parties to make Sonic toys, clothing and other gear you might not need but will want to buy anyway.
“Sonic is a well-known character, but we’ve got a lot of room to grow in merchandising . We dream of Hello Kitty. We’re still far off from that but we can see that our profits are growing year on year in the US and Europe [on merchandising]. We’ve got a licensing team on the ground in the UK who are focusing on that and that team will expand. We’ve got a team in the US and which will also expand. We used to run it all out of Sega of Japan, but having people on the ground is making a big difference. We will always do the computer game but the merchandising is a very important aspect to Sonic.” – Jurgen Post, COO of SEGA Europe
In a way I’m glad that SEGA is putting their name out there more. I used to love going to stores and seeing Sonic the Hedgehog stuff everywhere. But then again, who wants to see everyone’s favorite blue blur get whored out? Who wants to see useless collector items like a ‘Sonic the Hedgehog chainsaw’? Funny that they also announced a Hello Kitty Sonic the Hedgehog themed doll a few nights ago.