By Allison Watkinson
TLL Reporter
WildBrain CPLG and SEGA have secured multiple global licensing partnerships for the Netflix series Sonic Prime, from the Sonic the Hedgehog franchise.
Co-produced by SEGA and WildBrain Ltd., Sonic Prime is a CG-animated series that premiered worldwide in December 2022.
Sonic Prime was animated at WildBrain’s Vancouver studio, with SEGA and WildBrain jointly participating across production, distribution and licensing.
SEGA represents licensing for Sonic Prime in North America and Japan, while WildBrain CPLG represents the brand in the rest of the world.
“Sonic Prime is an incredible example of what can happen when strong partners come together to supercharge a beloved, known IP with amazing new content,” said Wildbrain CPLG EVP, Maarten Weck. “Sonic the Hedgehog has a massive and very passionate fanbase around the world, devoted to the ‘blue blur’. It has been fantastic to watch the licensing programme for Sonic Prime really take off in markets across the globe.
“Together with SEGA, with whom we already have a long-standing partnership on the classic Sonic the Hedgehog brand, we are committed to delivering many more new and creative ways for fans to engage with Sonic on and off screen,” Weck added. “With more episodes of Sonic Prime coming this July to Netflix, we know this adventure has only just begun.”
The new licensing deals for Sonic Prime include extensive cross-category partnerships for release in multiple markets.
New licensees for Sonic Prime include Aymax, Bioworld International, Fen, Diramix, Artesania Cerdà, La Plume Dorée, Ravensburger, Play by Play, and JAKKS Pacific.
Aymax will develop licensed homeware for the Sonic Prime brand such as bedding, towels, cushions and blankets for distribution in Belgium, France, Germany, Luxembourg, the Netherlands, Portugal and Spain.
Bioworld International is set to launch Sonic Prime themed apparel and accessories for distribution in In the UK and Eire. The Bioworld products will include hoodies, loungewear, sleep sets, keyrings, badges, socks, hairbands, and jackets.
Fen has signed on to bring licensed Sonic Prime outdoor play products such as bicycles, swings, activity tables and playsets to Turkey.
Diramix has signed on to create sticker albums, sticker packs, 3D stretchables and 3D toppers for distribution in Italy, San Marino, Vatican City and Canton Ticino.
Artesania Cerdà will create an extensive Sonic Prime product collection that includes backpacks, activity books, stationary, pencil cases and more for release in Andorra, Portugal, Spain, and the UK.
In France, La Plume Dorée has been slated to produce a collection of Sonic Prime stationery, agendas, pencil jars, luggage and more.
Ravensburger will release a line of Sonic Prime toys and games including 2D/3D puzzles and arts and crafts sets in EMEA.
The toy company Play by Play will release Sonic Prime plush figures in Spain, Portugal, Andorra, Italy, and Greece.
JAKKS Pacific has been slated to launch multiple lines of Sonic Prime toys and plush. The first line of licensed Sonic Prime toys and plush is expected to hit retail in July 2023. The upcoming product line (also referred to as Wave 1) will include multipacks of both 5-inch and 2.5-inch articulated Sonic Prime figures, a Sonic Prime Angel’s Voyage Ship Playset, and a Sonic Prime 13-inch Plush.
“Sonic has always personified traits like collaboration and hard work, which is why the Sonic Team continues to bring the brand into new avenues like our longstanding partnership with WildBrain,” said SEGA of America CBBO, Ivo Gerscovich. “With the success of Sonic Prime, the Sonic community continues to amaze us with their love and dedication, and we want to give back by creating exceptional merchandise to celebrate both Sonic and our fans.”
These new licensees build on the previously-announced exclusive licensing partnership with the game and toy manufacturing and distribution company, PMI.
PMI was selected for an extensive line of Sonic Prime-themed products that is scheduled for a multi-territory launch in summer 2023. The PMI products will include collectibles, mini figures, clip-on plush, stampers, games and more.
The Sonic franchise has experienced substantial growth over the last several years. This growth is due to the brand’s 30th anniversary activations in 2021, the release of two feature films from Paramount Pictures and SEGA SAMMY, the announcement of a third feature slated for release in December 2024, the launch of theSonic Prime Netflix series, and the production of an additional TV series that focuses on the Sonic character Knuckles which was announced by Paramount and SEGA earlier this year.
WildBrain CPLG is an entertainment, sport and brand licensing agency that provides its clients with product development, legal services, accounting services and access to licensing and marketing professionals.
SEGA of America is a division of the Japan-based SEGA CORPORATION. Established in 1986, SEGA of America publishes interactive entertainment experiences for console, PC, mobile and emerging platforms. Since its debut more than three decades ago, SEGA’s Sonic the Hedgehog franchise has been featured in dozens of games, TV series, movies, licensed products and more.