A new collaboration between SEGA's beloved "Sonic the Hedgehog" and Sanrio's popular characters will bring super-cute plushies and mascots to fans worldwide. The "SONIC & FRIENDS Sanrio characters" collection launches on November 7, 2025.
Tokyo Toy Show 2025 Unveiling
The adorable collaboration made its debut at Tokyo Toy Show 2025 on August 28, where Sonic and Hello Kitty appeared together at the SEGA FAVE booth. During the unveiling ceremony, SEGA FAVE Director Naoko Miyazaki shared the vision behind this partnership: bringing together two globally recognized characters to create the cutest "Japan IP" and share it with the world. The project began when SEGA approached Sanrio with the collaboration concept, with plans for expansion into Asian markets.
Early Launch at SEGA Store Tokyo
Fans can get their hands on the "SONIC & FRIENDS Sanrio characters" plushies M and mascots ahead of the nationwide release. SEGA Store Tokyo, the company's flagship store in Japan, will begin sales on October 31, 2025. The early launch gives both domestic fans and international visitors the chance to experience the overwhelmingly cute collection first.
Special note: The "Shadow × Hangyodon" plushie M and mascot will be released nationwide on December 11, 2025.
Product Collection
SONIC & FRIENDS Sanrio characters Plushies M
The medium-sized plushie collection features six adorable character combinations, each carefully designed to capture the essence of both franchises:
- Price: ¥4,950 (tax included)
- Size: 230mm (W) × 300mm (H) × 200mm (D)
- Age: 6 years and up
Character Lineup:
- Sonic × Hello Kitty
- Tails × Cinnamoroll
- Amy × My Melody
- Knuckles × Kuromi
- Dr. Eggman × Pompompurin
- Shadow × Hangyodon (releasing December 11, 2025)
SONIC & FRIENDS Sanrio characters Mascots
The compact mascot collection comes with ball chains, perfect for bags, keys, or display:
- Price: ¥2,420 (tax included)
- Size: 110mm (W) × 150mm (H) × 100mm (D)
- Age: 6 years and up
- Features: Ball chain attachment included
Character Lineup:
- Sonic × Hello Kitty
- Tails × Cinnamoroll
- Amy × My Melody
- Knuckles × Kuromi
- Dr. Eggman × Pompompurin
- Shadow × Hangyodon (releasing December 11, 2025)
Copyright: ©SEGA © 2025 SANRIO CO., LTD. APPROVAL NO. L660741
Official website: https://www.segatoys.co.jp/brand/sonic/
