FME to Bring Sonic the Hedgehog into Licensing Arena

LONDON: FremantleMedia Enterprises (FME) has secured a deal with SEGA Europe to become the licensing agent for the video game character Sonic the Hedgehog across Germany, Switzerland, Austria and Eastern Europe.

Sonic the Hedgehog, created in 1991, has sold more than 70 million games sold worldwide. FME will bring Sonic the Hedgehog to the Munich Licensing Market, seeking partners in categories such as apparel, fashion accessories, mobile phones and accessories, promotions, publishing, sporting goods, stationery and toys.

Diana M. Dieckmann, the VP of licensing of GAS&CEE for FME, commented: “We are thrilled to represent such a fantastic entertainment property and classic gaming brand across parts of Europe. FME is constantly seeking to extend new and exciting brands, and Sonic the Hedgehog complements our roster of successful licensing properties. We look forward to growing the licensing program for the number one gaming character in the world and hope that fans of the game will enjoy interacting with the character beyond the video games.”

Sissel Henno, the head of brand licensing for SEGA Europe, said, “We’re experiencing great demand for Sonic the Hedgehog and are very excited to be working with FME for GAS and Eastern Europe. With the 20th anniversary of Sonic this year and fantastic brand momentum, we’re confident that FME will be in a great position to grow the business in these markets.”