WildBrain CPLG and SEGA Go Full Speed with Licensing Programme for Sonic Prime

WildBrain CPLG and SEGA of America, Inc., are rapidly clocking up global licensing partnerships for the smash-hit Netflix series, Sonic Prime, building on the ever-growing fandom of the Sonic the Hedgehog™ franchise—one of today’s most popular entertainment properties and a perennial fan-favourite in every market.

Co-produced by SEGA and WildBrain Ltd., the CG-animated Sonic Prime series premiered worldwide on Netflix in December 2022 and immediately captured the hearts and imaginations of fans. Sonic Prime raced to the number one spot in kids’ content worldwide on the platform and secured a spot in the Global Top 10 TV (English) across 66 territories, with over 54 million hours viewed within the first ten days. WildBrain CPLG, in partnership with SEGA, are thrilled to announce extensive cross-category licensing partnerships for Sonic Prime in multiple markets, which offer a variety of fun, exciting ways for fans to engage with the brand and its iconic, much-loved characters. With more episodes announced for release on Netflix July 13, Sonic Prime’s surging popularity amongst global audiences continues to grow and is reflected in the expansive slate of licensing deals unveiled so far, with many more to come.

New licensees for Sonic Prime signed by WildBrain CPLG include a homewares deal with Aymax that includes bedding, towels, cushions and blankets for Belgium, France, Germany, Luxembourg, the Netherlands, Portugal and Spain.

In the UK and Eire, Bioworld International is set to launch Sonic Prime themed apparel and accessories, widely ranging from hoodies, loungewear, and sleep sets, to keyrings, badges, socks, hairbands, and jackets. In Turkey, Fen signed on to bring Sonic and friends outdoors with products including outdoor playsets, bicycles, swings, and activity tables.

Partnerships have been signed with Diramix for sticker albums, sticker packs, 3D stretchable and 3D toppers in Italy, San Marino, Vatican City and Canton Ticino; and Artesania Cerdà for a deal including backpacks, activity books, stationary, pencil cases and more in Andorra, Portugal, Spain, and the UK. Additionally, in France, La Plume Dorée is on board for stationery and accessories, including agendas, pencil jars, luggage and more.

Further new licensees include Ravensburger for a creative set of Sonic Prime toys and games including 2D/3D puzzles and arts and crafts sets in EMEA, alongside Play by Play for plush figures in Spain, Portugal, Andorra, Italy, and Greece.

These new licensing partners build on the previously announced exclusive partnership with leading gaming-sector, toy manufacturer, and distributor PMI, for a line of Sonic Prime products including collectibles, mini figures, clip-on plush, stampers, games and more, planned for a multi-territory launch in summer 2023.

Recently announced, JAKKS Pacific, a leading designer, manufacturer, and marketer of toys, is set to launch their first line of licensed Sonic Prime toys and plush this July. The upcoming line includes Wave 1 of both the 5” articulated figures and the 2.5” figures multipack, Sonic Prime Angel’s Voyage Ship Playset, and Sonic Prime 13” Plush.

Maarten Weck, EVP & MD 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 programme 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 off screen. 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 longstanding 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.”

In Sonic Prime, the action-packed adventures of Sonic the Hedgehog go into overdrive when a run-in with Dr. Eggman results in a literal universe-shattering event. Desperate to piece his prime reality back together and save his old friends, Sonic races through the Shatterverse, discovering strange worlds and enlisting new friends in an epic adventure of a lifetime.

The Sonic franchise has generated incredible additional momentum over recent years, with the brand’s 30th anniversary celebrated in 2021, two successful feature films from Paramount Pictures and SEGA SAMMY, and a third feature slated for release in December 2024. Additionally, Paramount and SEGA earlier this year announced production began on Knuckles, which is the first TV series in the expanding cinematic world of Sonic and will feature the character Knuckles voiced by Idris Elba, for Paramount+.

Sonic Prime was animated at WildBrain’s Vancouver studio, with SEGA and WildBrain jointly participating across production, distribution and licensing. SEGA represents licensing for Sonic Prime in North America and Japan, while WildBrain CPLG represents the brand in the rest of the world.