It has been 20 years since Sonic the Hedgehog was first created, and Sega is celebrating with various forms of back-to-school merchandise like stationery and backpacks. Several key retailers have signed up to carry the items.

“We have a lot of great partners on board already for different merchandise, said Sega’s head of brand licensing for Europe, Sissel Henno. “We’ve merchandise that targets kids and parents individually, and then licenses that appeal to the family as a joint experience, for instance the many promotions we have run with Burger King and Pizza Hut, as well as our collaboration with Alton Towers.”

“I believe there is still a vast untapped potential for licensing based on games, and we will see an increase in overall sales as more retailers start listing the stock and see the results in their sell-through numbers.”

Source: MCV