WildBrain CPLG Appoints Toys & Games Partner for Sonic Prime

WildBrain CPLG has named PMI as the novelty toy and games consumer products partner for the upcoming Netflix adventure series Sonic Prime.

Slated to premiere this winter, Sonic Prime follows as the titular hedgehog attempts to piece his reality back together after a run-in with Dr. Eggman results in a universe-shattering event. An exclusive line of products from PMI, including collectibles, mini figures, stampers, games and more, is planned to launch in early 2023.

PMI joins other newly signed licensees for Sonic Prime, including Ravensburger for puzzles and E Plus M for apparel. WildBrain CPLG has more licensing deals in the pipeline.

Sonic Prime is co-produced by WildBrain and SEGA of America and builds on the franchise’s momentum over recent years. The brand’s 30th anniversary was celebrated in 2021 and two feature films from Paramount Pictures and SEGA SAMMY were launched.

Maarten Weck, executive VP and managing director at WildBrain CPLG, said: “Sonic is more popular than ever, and PMI has a preeminent reputation for bringing IP to life with engaging and affordable toys and collectibles, making them an excellent partner for Sonic Prime. We’re excited to see this consumer products campaign shape up with momentum building ahead of the launch. Sonic fans of all ages are in for a real treat!”

Omer Dekel, COO at PMI, commented: “Partnering with the iconic Sonic brand will no doubt be a huge adventure! Our new product line based on the new Sonic Prime series features a mix of core designs and some very cool new designs that are going to make a lot of noise in the market. We are very excited about the upcoming toy line of top-quality licensed products and joining SEGA’s Sonic ecosystem alongside the Netflix series, movie and gaming. A big thanks to our friends at WildBrain CPLG and Big Picture Licensing for a job well done in brokering the deal. On a personal note, I now get an extra kick seeing how much my young son loves Sonic, just as I did when I was a boy myself.”

Ivo Gerscovich, chief brand and business officer at SEGA, added: “Sonic the Hedgehog has continued to shatter records in 2022, becoming one of the largest entertainment brands in the world, and we’re proud to be partnering with PMI, whose reputation proceeds themselves within the licensing space.”