WildBrain CPLG and SEGA Expand Sonic Prime Licensing Partnerships After Second Season's Success

WildBrain CPLG, a renowned global entertainment, sport, and brand licensing agency, is extending its licensing agreements for Sonic Prime, the hit Netflix series, in collaboration with SEGA of America, Inc. This move comes on the heels of Sonic Prime's highly anticipated second season, which debuted on Netflix in July 2023, quickly becoming a top-ten show in 25 countries and accumulating 14.7 million hours of viewing within its first two weeks.

Maarten Weck, EVP and MD at WildBrain CPLG, expressed the surging popularity of Sonic the Hedgehog and Sonic Prime, emphasizing the signing of a new wave of cross-category licensing deals. These partnerships aim to build on the extensive lineup of Sonic Prime products announced earlier in the year, with an array of innovative and creative products already delighting fans at retail and more scheduled for release in the upcoming fall, winter, and throughout 2024.

Ivo Gerscovich, Chief Business and Brand Officer at SEGA of America, celebrated the growing Sonic community worldwide and the brand's passionate fan base. SEGA is dedicated to providing outstanding merchandise in collaboration with partners like WildBrain to cater to this devoted community.

New licensees secured by WildBrain CPLG for Sonic Prime encompass various categories and regions, including Cooneen by Design for adult and children's apparel in the UK and Ireland, Ravensburger for puzzles, games, and arts and crafts across Europe, the Middle East, and North Africa (MENA), Dulcop International for bubble bath and toys in Europe and MENA, Educa Borras for toys and puzzles in Iberia, France, and Lebanon, and TM Essentials for arts and crafts and stationary in Belgium, the Netherlands, and Luxembourg.

Additional partners include Caresse Cosmetics for personal care products in Benelux, Nuans Kozmetik for perfume and toiletries in Northern Cyprus and Turkey, Kubbinga for outdoor products in Benelux, Thor Teknoloji for confectionery in Turkey, Europe, and MENA, and Markidis for an Easter egg range in Greece.

PMI, the existing toy partner, has launched its Prism Toy exclusively at Walmart stores in the US, offering collectibles, mini figures, games, and more. JAKKS Pacific, a leading toy manufacturer, also introduced its initial line of licensed Sonic Prime toys and plush in July.

Sonic Prime, a CG-animated series co-produced by SEGA and WildBrain Ltd., debuted on Netflix worldwide in December 2022, swiftly becoming the top-ranking kids' content on the platform. The series follows Sonic the Hedgehog on action-packed adventures as he navigates a universe-shattering event and races through the Shatterverse to restore his prime reality and save his friends.

The Sonic franchise has gained tremendous momentum recently, marked by its 30th anniversary celebration in 2021, two successful feature films produced by Paramount Pictures and SEGA SAMMY, with a third feature slated for December 2024. Paramount and SEGA also announced the production of "Knuckles," the first live-action series in the Sonic cinematic universe, featuring Idris Elba as the voice of Knuckles for Paramount+.

Notably, Sonic Prime was animated at WildBrain's Vancouver studio, and both SEGA and WildBrain participated in production, distribution, and licensing. While SEGA represents Sonic Prime's licensing in North America and Japan, WildBrain CPLG handles the brand's representation in the rest of the world.