Jakks Pacific Announces Global Agreement with SEGA for Sonic the Hedgehog 4

by Sophie Laurent March 9, 2026

written by Sophie Laurent March 9, 2026

Key Takeaways

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Jakks Pacific has partnered with Sega for Sonic the Hedgehog 4, creating a wide range of products including action figures, plush toys, playsets, dress-up items, costumes, and accessories.
These products will feature popular characters like Sonic, Tails, Shadow, Knuckles, Amy Rose, and Metal Sonic, and will be available globally before the films release in early 2027.
Jakks Pacific, known for their successful Sonic merchandise, anticipates further success with this new line of toys, figures, and costumes based on the latest Sonic adventure.
Sega Corporation, pleased with Jakks Pacifics past work on Sonic, looks forward to continuing this collaboration for Sonic the Hedgehog 4.

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Jakks Pacific, Inc., a leading toy and consumer products manufacturer, and its costume division, Disguise, announced on March 9, 2026, a multiyear partnership with Sega for Sonic the Hedgehog 4, the Paramount Pictures film set to release in theaters on March 19, 2027. Under this agreement, Jakks Pacific will design, develop, and manufacture a range of Sonic the Hedgehog 4 products, including action figures, plush toys, playsets, dress-up items, costumes, and accessories. These products will feature characters like Sonic, Tails, Shadow, Knuckles, Amy Rose, and Metal Sonic, and will be available globally online and in physical stores, launching in early 2027 before the film’s release. “Our Sonic movie merchandise consistently performs as a top-selling line, demonstrating the enduring love for these characters,” said Stephen G. Berman, President and CEO of Jakks Pacific, Inc. “We anticipate building on this success with a new line of toys, figures, and costumes that capture the spirit of the latest adventure.”

Jakks Pacific Expands Sonic the Hedgehog 4 Merchandise Collaboration with Sega Corporation

Shuji Utsumi, President and COO, Representative Director of Sega Corporation, stated, “Jakks Pacific has been a valued partner, bringing creativity and quality to Sonic the Hedgehog for fans worldwide. We look forward to continuing this collaboration with Sonic the Hedgehog 4 and delivering innovative designs for fans of all ages.” Headquartered in Santa Monica, California, Jakks Pacific manages an extensive portfolio of licensed brands and intellectual property, including the bestselling Sonic the Hedgehog action figures, plushies, and playsets. Disguise, a subsidiary of Jakks Pacific, is a global leader in the design and development of Halloween costumes and accessories.