SEGA Launches New Multiplatform Franchise Strategy for Global Icon Sonic the Hedgehog™ with Sonic Boom™

  SEGA Launches New Multiplatform Franchise Strategy for Global Icon Sonic the
  Hedgehog™ with Sonic Boom™

 First Ever CG Animated Television Series, New Western Video Game Developers,
  and Robust Merchandising Program Introduce New Look, New Play Pattern, and
                        Rise of Supporting Characters

Business Wire

SAN FRANCISCO & LONDON -- February 6, 2014

For more than two decades Sonic the Hedgehog has been one of the world’s
biggest gaming icons, with over 70 video game titles, four animated series,
and an extensive global merchandising line to his name. This year SEGA® is
excited to introduce a new branch of the Sonic universe, entitled Sonic Boom™,
that will debut a new look for Sonic and friends and launch their first-ever
CG animated television series, new video games for the Wii U™ system and the
Nintendo 3DS™ hand-held system and a new toy line. The creative driving forces
behind these projects are working together with SEGA to kick-start a global
campaign for Sonic Boom™ that will excite and engage new and existing fans
across a variety of platforms.

Sonic Boom’s visual identity includes character designs inspired by the
abilities and unique personalities of each of the characters while still
maintaining the core identity and values of the Sonic brand. The rich worlds
of the TV series and videogame will share a common narrative and a number of
location and stylistic similarities reflecting full collaboration between
videogame, TV series partners and SEGA from the outset.

The Sonic Boom television series, coproduced by SEGA of America Inc. and
OuiDO! Productions, will debut on Cartoon Network in the U.S. and on CANAL J
and GULLI in France during the 2014/2015 season. The series is an ensemble
comedy consisting of 52 x 11-minute standalone episodes packed full of
high-adrenaline action. Every episode starts from a small character-driven
story and explodes into an epic tale of saving the world, robot battles and

Serving as a prequel to the stories revealed in the TV series the Sonic Boom
video game will deliver a totally different experience to previous Sonic games
with collaborative gameplay at its core. Developed in the U.S by California
based Big Red Button Entertainment (Wii U) and Sanzaru Games (Nintendo 3DS) in
collaboration with Sonic Team, this is the third title to be released as part
of an exclusive deal with Nintendo. Sonic Boom will take advantage of the
innovative hardware of both the Wii U and Nintendo 3DS, with traditional
elements of Sonic games, such as speed, also featured. The videogame will also
introduce exploration, combat and a new Enerbeam tether mechanic that will
allow the Sonic Boom world to be discovered in totally unique ways.

Sonic Boom will be supported by a robust global licensing and merchandising
program, anchored by new master toy partner TOMY. TOMY’s line will showcase
the new character looks, stressing interaction between core characters, and
will feature new play patterns based on both the new game and TV series. TOMY
will develop a comprehensive toy range across a broad number of categories
including plush, action figures, RC, role play, vehicles and novelty. Sonic
fans can expect a high-quality, collectible toy line fueled by TOMY innovation
and energized with speed, lights, sounds, motion-activation and
action-performance. SEGA will launch a broad licensing program across multiple
categories including toys, apparel, publishing, accessories, food and
beverage, health and more – making this one of the biggest license initiatives
SEGA has undertaken in recent years. The company will enlist many of its
current partners who have had tremendous success with Sonic over the past
years while seeking new licensees to join this exciting new Sonic licensing

“We want to ensure that the Sonic brand continues to evolve and appeal to new
generations of Sonic fans and this different look introduces a fresh approach
that will be at once both familiar and new to consumers,” said John Cheng,
President & COO, SEGA of America. “We are committed to supporting this
initiative to provide great entertainment to fans for all aspects of their

Sonic the Hedgehog first appeared as a videogame character in June 1991 and
instantly became an icon for a generation of gamers. Defined by his super-fast
speed and cool attitude, in the years since he first raced on to videogame
consoles Sonic has become a true global phenomenon with over 140 million
videogames sold or downloaded worldwide across consoles, PC’s, mobile phones
and tablets. SEGA’s iconic blue blur has also gone on to enjoy incredible
success in many licensed areas, such as toys, apparel, comics and animation.

The Sonic Boom TV series is a coproduction between SEGA of America, Inc. and
OuiDO! Productions. Executive producers on the show are Evan Baily, Donna
Friedman Meir and Jane McGregor on behalf of SEGA, and Sandrine Nguyen and
Boris Hertzog from OuiDO!. Other partners involved in the TV series include
Lagardère Entertainment Rights for distribution and Lagardère Active TV
Licensing & New Business for licensing and merchandise in France.

For press assets visit

About SEGA® of America, Inc.:

SEGA® of America, Inc. is the American arm of Tokyo, Japan-based SEGA®
Corporation, a worldwide leader in interactive entertainment both inside and
outside the home. The company develops, publishes and distributes interactive
entertainment software products for a variety of hardware platforms including
PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony
Computer Entertainment Inc. SEGA® of America’s Web site is located at

About SEGA® Europe Ltd.:

SEGA® Europe Ltd. is the European Distribution arm of Tokyo, Japan-based SEGA®
Corporation, and a worldwide leader in interactive entertainment both inside
and outside the home. The company develops and distributes interactive
entertainment software products for a variety of hardware platforms including
PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony
Computer Entertainment Europe. SEGA® Europe’s web site is located at

About OuiDO Productions:

Headed by Sandrine Nguyen and Boris Hertzog, OuiDo Productions produces
animation TV Series adapted from national and international well-known
licences such as: "Alvinnnn & the Chipmunks" (52 x 13') for M6; co-produced by
Bagdasarian Productions ; "Sonic Boom" (52 x 13') for Gulli/Canal J and
Cartoon Network (USA), co-produced by SEGA ; "Mini Wolf", season 2 (52 x 7')
for France Télévision.

OuiDO Productions also develops with TF1 and Canal J a TV Series based on the
comic books published by Editions Delcourt, "The Legendaires" (26 x 22') and
intends to keep on acquiring the audiovisual adaptation rights for existing
licences and original properties.

About Cartoon Network:

( is regularly the #1 U.S. television network in prime
among boys 6-11 & 9-14. Currently seen in 99 million U.S. homes and 194
countries around the world, Cartoon Network is Turner Broadcasting System,
Inc.’s ad-supported cable service now available in HD offering the best in
original, acquired and classic entertainment for kids and families. In
addition to Emmy-winning original programming and industry-leading digital
apps and online games, Cartoon Network embraces key social issues affecting
families with solution-oriented initiatives such asStop Bullying: Speak Up and
the Move It Movement.

Turner Broadcasting System, Inc., a Time Warner company, creates and programs
branded news, entertainment, animation and young adult media environments on
television and other platforms for consumers around the world.


As France’s leading free youth and family channel, GULLI, operated by
Lagardère Active and France Télévisions, draws an audience of both children
and parents, with 6 million viewers daily. Since 2010, GULLI is France’s best
known channel in its category. Today, in addition to the television channel,
GULLI is a true family entertainment platform available on a wide variety of
media, including digital (, GULLI Replay, connected TV applications,
tablets and mobile phones, iTunes, etc.), with a full audio range, magazines,
toys and field events. (Source: Mediamat/Mediametrie, annuel 2012)

CANAL J, the channel aimed at 8 to 12 years old, operated by Lagardère Active,
confirms the wealth and diversity of its programming featuring animated
series, comedy series and original shows based on the channel’s two mainstays:
adventure and humour. CANAL J keeps a close eye on what’s happening on the
playground, continues to reflect the key aspects of children’s lives.

About Big Red Button Games:

Based in Los Angeles, CA, BRB was founded in 2009 by Bob Rafei, Jeff Lander,
and veterans from leading gaming studios such as Naughty Dog, Heavy Iron, Luxo
Flux and High Impact Games, to leverage team’s specialization and prior
experience in character action game development.

About Sanzaru Games:

Sanzaru Games is a California based independent videogame developer founded in
2007. The studio has created many award winning games on platforms such as the
PS3, PS Vita, Wii, PC, DS, iOS and Android platforms for a variety of
publishers including Sony Computer Entertainment, Electronic Arts and

About Lagardere Entertainment Rights:

Lagardère Entertainment Rights - the Lagardère Entertainment distribution arm
- managed by Emmanuelle Bouilhaguet, is one of Europe’s largest distributors
of television programs. LER’s catalogue of 7,000 hours spans every genre:
fiction (‘Transporter – The Series’, ‘Dear Neighbours’, ‘Josephine Guardian
Angel, ‘Justice Street, ‘Un Gars, une Fille’); documentary (‘Life Before Life,
‘Les Nouveaux Explorateurs, ‘the Cousteau catalogue’); animation (‘Xiaolin
Chronicles’, ‘Mini-Wolf’, ‘Scary Larry’); and feature films (‘Cyrano de
Bergerac’, ‘The Horseman on the Roof, ‘Evening Dress’).

About Lagardère Active TV Licensing and New Business:

Created in September 2010, Lagardère Active TV Licensing & New Business is a
Division of Lagardère Active, the French Media Group. Its activity is
integrated in the core of the Production, Acquisition and Programming Strategy
of the 3 main Kids and Youth TV Channels developed by the Group: GULLI, CANAL
J and TiJi

About TOMY International:

TOMY International ( is a leading global designer, producer and
marketer of a broad range of innovative, high-quality toys sold to
preschoolers, youths and adults under the TOMY®, Ertl®, Johnny Lightning®,
Battroborg(tm) and Tomica® brands as well as products for parents, infants and
toddlers marketed under its The First Years®, Lamaze, JJ Cole® Collections and
Boon® brands. TOMY International also markets its products under popular and
classic licensed properties such as Sonic The Hedgehog, Chuggington, Pokémon,
Dinosaur Train, John Deere, Disney's Winnie the Pooh, Princesses, Cars,
Fairies and Toy Story, and other well-known properties. TOMY International's
mission is to inspire and fulfill the dreams of children and parents
worldwide. TOMY International reaches its target consumers through multiple
channels of distribution supporting more than 25,000 retail outlets throughout
North and South America, Europe and Australia. TOMY International is a wholly
owned subsidiary of Japan-based TOMY Company, Ltd. (Tokyo Stock Exchange Code
No. 7867). © TOMY


DKC Public Relations
Brian Reinert, 212-981-5198
Senior Vice President
Marketing & Government Affairs
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