SEGA CORPORATION
SEGA Announces Global Merchandising License Agreement
with JAKKS Pacific for Sonic the Hedgehog 4
SEGA announced today a multi-year partnership with JAKKS Pacific, Inc., a top manufacturer of toys and consumer products, and its costume division, Disguise, for Sonic the Hedgehog 4, Paramount Pictures’ feature film set to release in theaters March 19, 2027.
Through the collaboration, SEGA and JAKKS will design, develop, and manufacture a range of products including action figures, plush, playsets, role play, costumes, and costume accessories, set to hit the market in early 2027, ahead of the film’s release.
JAKKS is a leading designer, manufacturer and marketer of toys and consumer products sold throughout the world, with its headquarters in Santa Monica, California. Since 2019, SEGA and JAKKS have been developing a global partnership for Sonic the Hedgehog products, and the product lines include action figures, plush and playsets. In 2024, the Sonic the Hedgehog 3 – Ultimate Talking Sonic was named in Walmart’s Top Toys. In addition, owned by JAKKS, Disguise is a world leader in design and development of inventive and cutting-edge Halloween costumes and accessories with distribution across the world. With a dedication to quality and detail, Disguise continues to own the licensed costume space with additional lines rolling out each year.
Comment from Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION
JAKKS Pacific has been an incredible partner, with their creativity, quality, and passion bringing Sonic the Hedgehog to life for fans around the world. As we look ahead to Sonic the Hedgehog 4, we're excited to continue building on that success together and deliver even more innovative designs for Sonic fans of all ages.
Comment from Stephen G. Berman, Chairman and CEO of JAKKS Pacific, Inc.
Sonic movie products continue to be among our most popular lines year after year, underscoring just how beloved these characters are. The Sonic brand resonates with fans of all ages, and we’re excited to build on that momentum with a new collection of toys, figures, and costumes that capture the spirit of this latest adventure.
About JAKKS Pacific, Inc.
JAKKS Pacific, Inc. is a leading designer, manufacturer and marketer of toys and consumer products sold throughout the world, with its headquarters in Santa Monica, California. JAKKS Pacific’s popular proprietary brands include: AirTitans®, Disguise®, Fly Wheels®, JAKKS Wild Games®, Moose Mountain®, Maui®, Perfectly Cute®, ReDo® Skateboard Co., Sky Ball®, SportsZone™, Xtreme Power Dozer®, WeeeDo®, and Wild Manes™ as well as a wide range of entertainment-inspired products featuring premier licensed properties. Through our products and our charitable donations, JAKKS is helping to make a positive impact on the lives of children.
About the Sonic the Hedgehog series
SEGA's favorite blue mascot, Sonic the Hedgehog, first appeared in the 1991 classic video game Sonic the Hedgehog, which has since spawned several sequels and spinoffs across various platforms. Altogether, the franchise has surpassed 1.77 billion units in sales and free-to-play downloads. Sonic continues to race across stages with his signature speed.
©2026 JAKKS Pacific, Inc. All rights reserved.
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