WildBrain CPLG Expands Sonic Prime Licensing Program

WildBrain CPLG and SEGA have inked deals for cross-category licensing partnerships around the world for the Netflix series Sonic Prime.

Among the new licensees are Aymax for bedding, towels, cushions and blankets in various Western European territories; Bioworld International for themed apparel and accessories in the U.K. and Ireland; and Fen for outdoor playsets, bicycles, swings and more in Turkey.

Additional partners are Diramix for sticker albums, sticker packs, 3D stretchables and 3D toppers in Italy, San Marino, Vatican City and Canton Ticino; Artesania Cerdà for backpacks, activity books, stationery and pencil cases in Andorra, Portugal, Spain and the U.K.; La Plume Dorée for stationery and accessories in France; and Ravensburger for a set of toys and games in EMEA; and Play by Play for plush figures in Spain, Portugal, Andorra, Italy and Greece.

These new licensees join previously announced partner PMI, which is developing a line of collectibles, mini figures, clip-on plush, stampers, games and more for a multi-territory launch in summer 2023.

Maarten Weck, executive VP and managing director at WildBrain CPLG, said, “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. 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 program 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 offscreen. With more episodes of Sonic Prime coming this July to Netflix, we know this adventure has only just begun.”

“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 long-standing partnership with WildBrain,” said Ivo Gerscovich, chief business and brand officer at SEGA of America. “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.”