Sega announced a new “Sonic & Friends x Sanrio characters” product line at Tokyo Toy Show 2025 today.
Sonic the Hedgehog and Hello Kitty mascots appeared at the event’s Sega Fave booth to reveal the collaboration, according to Essential Japan (via Sonic City).
Sonic & Friends is a series of animated shorts on Sega’s official TikTok account, debuting in 2023. It features a cute, chibi style for its characters, which makes it a perfect match for the adorable world of Sanrio.
The new collaborative brand sees the cast of the Sonic series dressed up in kigurumi (a Japanese term for character-themed onesies) based on different Sanrio characters.
The six confirmed pairings include the following:
- Sonic × Hello Kitty
- Tails × Cinnamoroll
- Amy × My Melody
- Knuckles × Kuromi
- Dr. Eggman × Pompompurin
- Shadow × Hangyodon
The plushes will be available in two sizes. Medium plushes are ¥4,950 (around $34 / £25), with the smaller ones priced at ¥2,420 (around $16 / £12).
An exclusive pre-sale will be held at Sega Store Tokyo on October 31st, with the toys seeing a wider release across Japan on November 7th – with the exception of Shadow, which will arrive later on December 11th.
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Written by Reece Heather
A veteran Zelda Universe editor and First-class journalism graduate, Reece emerged with a Nintendo 64 and a lifelong obsession after a narrow escape from Santa’s Naughty List in 1998. Outside of games, he’s reading Punisher comics, being bossed around by his cocker spaniel, and cornering innocent bystanders to rant about the importance of game preservation.
