WildBrain CPLG & SEGA Sign More Partners for Sonic Prime

WildBrain CPLG and SEGA of America have signed on more licensing partners for the latest Sonic the Hedgehog series, Sonic Prime.

New partners are Cooneen by Design for adult and children’s apparel in the U.K. and Ireland; Ravensburger for puzzles, games and arts and crafts in Europe and MENA; and Educa Borras for a range of toys and puzzles, including remote control figures, in Iberia, France and Lebanon.

Additional new partners for Sonic Prime are Dulcop International for bubble bath and toys in Europe and MENA; TM Essentials for arts and crafts and stationery in Belgium, the Netherlands and Luxembourg; Caresse Cosmetics for personal care products, including shower gel, lip balm and dental items available in Benelux; Nuans Kozmetik for perfume and toiletries in Northern Cyprus and Turkey; Kubbinga for outdoor products, including bicycles, scooters and accessories, in Benelux; Thor Teknoloji for confectionery in Turkey, Europe and MENA; and Markidis for an Easter egg range in Greece.

Existing toy partner PMI, currently on board for collectibles, mini figures, games and more, launched its Prism Toy exclusive to Walmart stores in the U.S. this summer. JAKKS Pacific also launched its first line of Sonic Prime toys and plush in July.

The CG-animated series, co-produced by SEGA and WildBrain, debuted on Netflix in December 2022. The second season bowed in July and saw 14.7 million hours viewed in its first two weeks. SEGA represents licensing in North America and Japan, while WildBrain CPLG represents the brand in the rest of the world.

Maarten Weck, executive VP and managing director at WildBrain CPLG, said: “Sonic the Hedgehog is one of the hottest entertainment brands in the world today, and its popularity amongst global audiences continues to soar. For our hugely popular Netflix series Sonic Prime, we’ve signed another wave of cross-category licensing deals, in collaboration with SEGA, building on the expansive slate announced earlier this year. The innovative and creative range of products for Sonic Prime has already begun to delight fans at retail, and there are many more to come this fall and winter and into 2024.”

Ivo Gerscovich, chief business and brand officer at SEGA of America, added: “Coming off the successful launch of Sonic Prime season two on Netflix, the Sonic community continues to grow globally. As our fans show their endless passion and dedication to the brand, we’re proud to bring our community outstanding merchandise in collaboration with exceptional partners like WildBrain.”