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 lifelong Nintendo fan and a longtime editor at Zelda Universe, Reece will forever be grateful that he somehow dodged the Naughty List of Christmas 1998, when Santa delivered the life-changing gift of a Nintendo 64 with Super Mario 64, Banjo-Kazooie, and Mario Kart 64. When he's not playing games, Reece is usually reading Punisher comics, delving helplessly into the weirdest depths of anime and manga, or spending time with his cocker spaniel Gracie -- the goodest girl ever!
