Sega Partners with JAKKS Pacific for Sonic the Hedgehog 4 Merchandise Launch

Sega Teams Up with JAKKS Pacific for New Sonic Merchandise

In an exciting development for fans of the beloved blue hedgehog, Sega has entered into a multi-year licensing agreement with JAKKS Pacific, a renowned American toy manufacturer, to produce merchandise related to the upcoming movie, Sonic the Hedgehog 4. Set to hit theaters on March 19, 2027, this partnership is poised to bring a new wave of Sonic collectibles to fans worldwide.

The collaboration will see Sega and JAKKS Pacific join forces to conceptualize, develop, and manufacture a diverse range of products, including action figures, plush toys, costumes, and costume accessories. These items will gradually be rolled out to the market in early 2027, shortly before the film's premiere, and will be available at online stores and retailers around the globe.

JAKKS Pacific, headquartered in California, is a leading company in the planning, manufacturing, and distribution of toys and consumer products worldwide. They have been collaborating with Sega since 2019 to promote Sonic products globally, introducing a variety of popular items such as action figures and playsets. Their recent releases include the Sonic the Hedgehog 3 Ultimate Talking Sonic figure, which made it to Walmart's top toy list in 2024. Moreover, JAKKS Pacific's subsidiary Disguise has cemented its reputation as a global leader in the development of costumes, particularly for Halloween, well-known for its attention to detail and quality.

Comments from Sega’s Management

Sega's CEO, Satoshi Utsumi, expressed his excitement about this partnership, stating that JAKKS Pacific is an invaluable partner that has consistently infused creativity and quality into the Sonic franchise. He looks forward to building upon their relationship and delivering innovative products that resonate with Sonic fans of all ages.

On the other hand, JAKKS Pacific’s Chairman and CEO, Stephen G. Berman, noted that merchandise related to the Sonic movie series is among the most popular lines year-round, demonstrating the deep-rooted affection and support that Sonic has garnered across generations. He is thrilled to enhance this momentum through new toys, figures, and costume collections inspired by the adventurous spirit and world of the upcoming film.

About JAKKS Pacific

JAKKS Pacific is based in Santa Monica, California, and is a key player in designing, manufacturing, and selling toys and consumer goods worldwide. Their extensive portfolio includes brands like AirTitans®, Disguise®, and JAKKS Wild Games®, along with various entertainment-related products leveraging major licenses. Additionally, they are committed to making a positive impact on children's lives through their products and social contributions.

For more updates, you can follow JAKKS Pacific on their Instagram, X, or Facebook.

The Sonic Franchise

Sonic the Hedgehog, Sega's globally recognized game character, first appeared in the 1991 game Sonic the Hedgehog. Since then, the franchise has expanded to numerous game platforms, boasting over 1.77 billion units sold worldwide, including both full games and free-to-play titles. Sonic continues to race through various stages and adventures, captivating fans around the world.

Stay updated with Sonic through the official X account and visit the SONIC CHANNEL portal at sonic.sega.jp.

About Sega

Sega operates in the planning, development, and sales of home video games, PC games, and mobile games while also leveraging its know-how from the gaming sector to develop digital services and merchandise related to its popular characters. Their developed game content reaches audiences worldwide from various locations, including studios in Japan and overseas.

Note: All company names and product names mentioned are registered trademarks or trademarks of their respective companies. The information provided is based on the announcement date of this release.
©2026 JAKKS Pacific, Inc. All rights reserved.
©SEGA.