SEGA Launches Two Exciting Plush Brands as Part of Transmedia Strategy

SEGA Unveils New Plush Toy Brands to Delight Fans

As part of its transmedia strategy, SEGA Corporation has announced the launch of two new plush toy brands, SEGA Cooro(TM) and SEGA LABBIES(TM). This initiative aims to leverage SEGA’s rich intellectual property (IP) portfolio, which has been developed over its 65-year history, by expanding its presence not only in gaming but across various media and products.

In 2024, SEGA will establish a new Transmedia Division, focusing on enhancing the global reach of its popular characters. The company plans to deliver the essence of its iconic franchises through both traditional and innovative formats.

Introducing SEGA Cooro(TM)

Starting from July 18, 2025, the SEGA Cooro(TM) plush series will feature adorable palm-sized mascots derived from SEGA's well-loved game franchises. The initial lineup includes six characters from Sonic the Hedgehog, namely Sonic, Tails, Knuckles, Amy, Shadow, and Dr. Eggman, along with three from the Yakuza series: Kazuma Kiryu, Ichiban Kasuga, and Goro Majima. Each plush will be priced at 1,800 yen (tax included), ensuring accessibility for fans eager to add these collectibles to their collections.

The SEGA Cooro(TM) series is designed to encapsulate the playful spirit of its source materials, providing a tangible way for fans to connect with their favorite characters. Using superior materials including polyester and nylon, these plush toys promise quality craftsmanship that complements SEGA's legacy of gaming excellence.

SEGA LABBIES(TM) on the Horizon

Following the release of SEGA Cooro, fans can look forward to the arrival of SEGA LABBIES(TM), expected to debut in November 2025. This unique series features teddy bears that take on the adorable traits of SEGA's iconic characters. The first release will showcase Sonic from Sonic the Hedgehog and Kazuma Kiryu from Yakuza. Specific pricing details for this series are yet to be announced, sparking intrigue among collectors and fans alike.

Aiming for New Horizons

With these two plush brands, SEGA aims to captivate a wider audience and share the charm of its IP with fans who may not have engaged with its games before. This strategic move not only innovates in merchandise but also seeks to cultivate new IP opportunities through fan engagement.

The brands are part of a broader vision where traditional game experiences are enriched by tangible merchandise; they bridge the gap between virtual adventures and physical nostalgia, ultimately hoping to draw in new fans and invigorate the existing community.

For more information about SEGA and its wide array of games and merchandise offerings, visit their official website at SEGA Corporation.

Stay tuned to see how SEGA will continue to reshape the landscape of cross-platform character engagement, as it embarks on a journey to expand its merchandising frontiers with these exciting new plush brands. As fans celebrate the nostalgic characters they love, SEGA is dedicated to ensuring that its legacy thrives in the hearts of gamers and collectors around the globe.

©SEGA. Note that all names and products mentioned are trademarks or registered trademarks of their respective companies.