It seems that Hello Kitty Sonic plush was a sign of things to come. SEGA hopes that Sonic the Hedgehog can become as big an icon as Sanrio's top cat.
SEGA Europe COO Jurgen Post spoke to MCV about the lucrative merchandising potential of Sonic. With licensing teams dedicated to the task in both the UK and US, SEGA has golden rings in its sights as it looks to maximise the hedgehog's profitability.
We dream of Hello Kitty. We’re still far off from that but we can see that our profits are growing year on year in the US and Europe [on merchandising].
We’ve got a licensing team on the ground in the UK who are focusing on that and that team will expand. We’ve got a team in the US and which will also expand. We used to run it all out of Sega of Japan, but having people on the ground is making a big difference.
We can't wait for the oversized Knuckles gloves.