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JAKKS Pacific Partners with SEGA for Sonic the Hedgehog 4 Merchandise
New toy and costume lines to launch ahead of 2027 film release.
Published on Mar. 9, 2026
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JAKKS Pacific, a leading toy manufacturer, has announced a multi-year partnership with SEGA to design, develop, and produce a range of Sonic the Hedgehog 4 products including action figures, plush, playsets, role play, costumes, and costume accessories. The new merchandise will feature popular characters like Sonic, Tails, Shadow, and Knuckles, as well as additional favorites, and will hit the market in early 2027 ahead of the film's release.
Why it matters
The Sonic the Hedgehog brand continues to be immensely popular with fans of all ages, and this new partnership allows JAKKS Pacific to build on the momentum of previous Sonic movie products. The collaboration will deliver innovative designs and high-quality merchandise that capture the spirit of the latest Sonic adventure.
The details
Through the collaboration, SEGA and JAKKS will design, develop, and manufacture a range of Sonic the Hedgehog 4 products including action figures, plush, playsets, role play, costumes, and costume accessories. The products will feature well-known characters like Sonic, Tails, Shadow, and Knuckles, as well as additional favorites like Amy Rose and Metal Sonic.
- The new Sonic the Hedgehog 4 products will hit the market in early 2027, ahead of the film's release on March 19, 2027.
The players
JAKKS Pacific, Inc.
A leading designer, manufacturer and marketer of toys and consumer products, headquartered in Santa Monica, California.
SEGA CORPORATION
A worldwide leader in interactive entertainment, headquartered in Tokyo, Japan.
Sonic the Hedgehog
A popular video game character and the protagonist of the Sonic the Hedgehog franchise.
What they’re saying
“Sonic movie products continue to be among our most popular lines year after year, underscoring just how beloved these characters are.”
— Stephen G. Berman, Chairman and CEO of JAKKS Pacific, Inc. (JAKKS Pacific)
“JAKKS Pacific has been an incredible partner, with their creativity, quality, and passion bringing Sonic the Hedgehog to life for fans around the world.”
— Shuji Utsumi, President and COO, Representative Director of SEGA CORPORATION (SEGA)
What’s next
The new Sonic the Hedgehog 4 products will be available globally online and in retail stores in 2027, ahead of the film's release on March 19, 2027.
The takeaway
This partnership between JAKKS Pacific and SEGA demonstrates the continued popularity and enduring appeal of the Sonic the Hedgehog franchise, as the companies work together to deliver innovative and high-quality merchandise that will delight fans of all ages.
