JAKKS Pacific and SEGA of America Renew Global Toy Partnership for Sonic the Hedgehog™ Merchandise

Rhea-AI Summary

JAKKS Pacific (NASDAQ: JAKK) renewed its global toy partnership with SEGA of America for the Sonic the Hedgehog collection, extending the multi-year agreement through 2029.

Under the renewal JAKKS will remain the franchise’s lead global toy partner and will continue to design, manufacture, market, and sell Sonic-branded action figures, playsets, vehicles, plush, collectibles, and other categories worldwide. The company noted the Sonic line has been on the market since 2019 and has performed strongly across big-box retail and online channels, with evergreen items such as 4-inch Articulate Figures and Sonic Speed RC cited as top sellers.

Positive

• Partnership extended to 2029
• Retained role as Sonic franchise lead global toy partner
• Sonic product line active since 2019 with steady retail performance

Negative

• None.

SANTA MONICA, Calif., Nov. 03, 2025 (GLOBE NEWSWIRE) -- JAKKS Pacific, Inc. (NASDAQ: JAKK) today announced a partnership renewal with SEGA of America, Inc. (“SEGA^®”) for the core the Sonic the Hedgehog Collection, maintaining JAKKS as the franchise’s lead global toy partner. JAKKS will continue to design, manufacture, market, and sell Sonic the Hedgehog branded toy product lines worldwide. This multi-year partnership extends until 2029, allowing JAKKs to continue to design and produce action figures, playsets, vehicles, plush, collectibles, and other categories.

The JAKKS line of Sonic the Hedgehog merchandise has seen unprecedented success since its introduction in 2019 with product launches spanning across big box retailers in-store and online. The evergreen toys like the 4-inch Articulate Figures assortment and the Sonic Speed RC have captured the attention of fans young and old, offering a fresh take on how to interact with the brand. With the renewed partnership, fans will be introduced to new, action-packed ways to relive the excitement of this legendary video game.

“Our Sonic the Hedgehog line continues to perform strongly at retail, and has consistently connected with fans worldwide throughout our partnership with SEGA over the last 6 years,” said Virginia Reneau, Senior Vice President of Licensing at JAKKS Pacific, Inc. “From action figures to playsets and plush, the brand has seen steady growth since the beginning of our collaboration and we look forward to building on that momentum with exciting new offerings well into the future, which we can’t wait to share with the fans.”

“JAKKS Pacific has continued to play a key role in translating SEGA’s legacy into standout, high-quality merchandise that resonates with fans across all generations,” said Alex Gomez, Vice President of Licensing & Partnerships at SEGA of America. “As we look ahead to this fall and beyond, the expansion of our partnership will deliver a new wave of products that celebrate the rich history of the brand while embracing an exciting future.”

JAKKS Pacific, Inc. is a leading designer, manufacturer and marketer of toys and consumer products sold throughout the world, with its headquarters in Santa Monica, California. JAKKS Pacific manages a broad portfolio of licensed and owned I.P. brands and products. These product lines include best sellers such as Sonic the Hedgehog action figures, plush and playsets. All products are available online or in retail stores nationwide.

Media Contact:

JAKKS Pacific
Jessica Kavanaugh
publicrelations@jakks.net

SEGA of America
Evan Bader
Director, Public Relations
evan.bader@segaamerica.com

About SEGA of America
SEGA of America, Inc. is the American arm of Tokyo, Japan-based SEGA CORPORATION, a worldwide leader in interactive entertainment. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic’s Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog, Total War™, Like a Dragon™, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus’ Persona™ series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.sega.com. 

©SEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA, the SEGA logo and SONIC THE HEDGEHOG are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.

About JAKKS Pacific, Inc.:
JAKKS Pacific, Inc. is a leading designer, manufacturer and marketer of toys and consumer products sold throughout the world, with its headquarters in Santa Monica, California. JAKKS Pacific’s popular proprietary brands include: AirTitans^®, Disguise^®, Fly Wheels^®, JAKKS Wild Games^®, Moose Mountain^®, Maui^®, Perfectly Cute^®, ReDo^® Skateboard Co., Sky Ball^®, SportsZone™, Xtreme Power Dozer^®, WeeeDo^®, and Wild Manes™ as well as a wide range of entertainment-inspired products featuring premier licensed properties. Through our products and our charitable donations, JAKKS is helping to make a positive impact on the lives of children. Visit us at www.jakks.com and follow us on Instagram (@jakkspacific.toys), Twitter (@jakkstoys) and Facebook (@jakkspacific.toys).

©2025 JAKKS Pacific, Inc. All rights reserved.

A photo accompanying this announcement is available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/2f9992a9-adb9-4e6d-90aa-916dde3bbcfe

FAQ

What did JAKKS (JAKK) announce about Sonic the Hedgehog on November 3, 2025?

JAKKS announced a renewal of its global Sonic the Hedgehog toy partnership with SEGA, extending the agreement through 2029.

How long will JAKKS remain SEGA’s lead global toy partner for Sonic (JAKK)?

JAKKS will remain the lead global toy partner under a multi-year deal that now runs until 2029.

Which Sonic product categories will JAKKS (JAKK) produce after the renewal?

JAKKS will continue to design and produce action figures, playsets, vehicles, plush, collectibles, and other toy categories worldwide.

How long has JAKKS sold Sonic the Hedgehog merchandise prior to the 2025 renewal?

JAKKS has sold Sonic merchandise since 2019, with the line noted as performing strongly at retail.

Will JAKKS Sonic products remain available in stores and online after the renewal (JAKK)?

Yes; the announcement indicates Sonic products will continue to be marketed and sold through big-box retailers and online channels worldwide.