#Japan #Tokyo #Sonic the Hedgehog #Persona 5 #SEGA LABBIES

Introducing the Fantastical SEGA LABBIES Plush Series!

SEGA Corporation is thrilled to announce the release of its enchanting new plush series, SEGA LABBIES™, set to hit shelves at SEGA STORE TOKYO and SEGA STORE SHANGHAI starting December 19, 2025. This exciting new collection features cuddly bears that transform into beloved characters from SEGA and Atlus, offering fans a unique blend of nostalgia and charm.

A Truly Unique Collection

The first wave of SEGA LABBIES includes:

• - Sonic the Hedgehog from the iconic Sonic franchise
• - Kazuma Kiryu from the popular Yakuza series
• - Joker from the critically acclaimed Persona 5 Royal

Each plush is designed not just as a toy, but as a piece of art that resonates with fans of these celebrated gaming franchises. In this collection, the whimsical and surreal aspects of SEGA's universes are captured through adorable plush designs.

Promotion Like No Other

A delightful promotional video, crafted by Dwarf Studio, has already been released, showcasing the whimsical world of SEGA LABBIES. Viewers can get a taste of the unique artistry that blends both digital and analog styles, painting a picture of plush characters that truly come to life.

Behind the Scenes at Dwarf Studio

The team at Dwarf Studio has brought their innovative techniques to this promotional project. Director Takuma Aomatsu shares how the project evolved. “This is a true fusion of SEGA’s universe, transitioning from the digital 2D of games to the tangible 3D plushies. The combination of stop-motion techniques and my hand-drawn illustrations over the course of a month has created a wonderful synergy with the SEGA LABBIES.”

Producer Noriko Matsumoto adds, “We employed a unique stop-motion method that contrasts with traditional three-dimensional animation. By cutting out the flat illustrations created by Aomatsu, we aimed to present a fresh perspective within a slightly different realm.” Their enthusiasm for the project is palpable, and they hope fans will share in their joy.

Product Details

• - Product Name: SEGA LABBIES™
• - Character Lineup: Sonic the Hedgehog, Kazuma Kiryu, Joker
• - Sizes Available: Two sizes (Plush and Mascot)
• - Prices: Larger size: ¥6,600 (including tax), Smaller size: ¥3,850 (including tax)
• - Copyright: ©SEGA ©ATLUS. ©SEGA.
• - Release Date: December 19, 2025

About Dwarf Studio

Dwarf Studio, a part of Field Management Expand, specializes in character and animation creation. Known particularly for their expertise in stop-motion and animation techniques, they continuously develop captivating works that breathe life into characters and stories.

This long-awaited SEGA LABBIES series is certain to be a hit among fans, combining fond memories with innovative design that captures the essence of beloved characters. Be sure to visit the SEGA stores on its launch date to grab yours!

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