Disguise Secures New Rights to the Core IP for Sonic the Hedgehog™ in Multi-Year Deal with SEGA of America
Disguise Inc, a subsidiary of JAKKS Pacific (NASDAQ: JAKK), has secured a multi-year licensing agreement with SEGA of America for exclusive rights to create Sonic the Hedgehog costumes. The deal covers North America, Europe, Middle East, Africa, and Latin America.
The company has already developed successful costume lines for Sonic Prime, Sonic the Hedgehog 2, and the upcoming Sonic the Hedgehog 3. This new agreement allows Disguise to expand its Sonic offerings with costumes, masks, role-play accessories, and seasonal dress-up items.
The partnership aims to leverage advanced manufacturing techniques and creative innovation to enhance the Sonic costume portfolio. Disguise has established itself as a global leader in licensed costume design with expanding worldwide distribution.
Disguise Inc, una controllata di JAKKS Pacific (NASDAQ: JAKK), ha ottenuto un accordo di licenza pluriennale con SEGA of America per i diritti esclusivi di creare costumi di Sonic the Hedgehog. L’accordo copre Nord America, Europa, Medio Oriente, Africa e America Latina.
L’azienda ha già sviluppato linee di costumi di successo per Sonic Prime, Sonic the Hedgehog 2 e il prossimo Sonic the Hedgehog 3. Questo nuovo accordo permette a Disguise di ampliare la sua offerta Sonic con costumi, maschere, accessori per il gioco di ruolo e articoli per travestimenti stagionali.
La collaborazione punta a sfruttare tecniche di produzione avanzate e innovazione creativa per arricchire il portafoglio di costumi Sonic. Disguise si è affermata come leader globale nel design di costumi con licenza, con una distribuzione in continua espansione a livello mondiale.
Disguise Inc, una filial de JAKKS Pacific (NASDAQ: JAKK), ha asegurado un acuerdo de licencia plurianual con SEGA of America para los derechos exclusivos de crear disfraces de Sonic the Hedgehog. El acuerdo abarca Norteamérica, Europa, Medio Oriente, África y América Latina.
La compañía ya ha desarrollado exitosas líneas de disfraces para Sonic Prime, Sonic the Hedgehog 2 y el próximo Sonic the Hedgehog 3. Este nuevo acuerdo permite a Disguise ampliar su oferta de Sonic con disfraces, máscaras, accesorios para juegos de rol y artículos para disfraces estacionales.
La asociación busca aprovechar técnicas avanzadas de fabricación e innovación creativa para mejorar la cartera de disfraces de Sonic. Disguise se ha consolidado como líder mundial en diseño de disfraces con licencia, con una distribución global en expansión.
Disguise Inc는 JAKKS Pacific (NASDAQ: JAKK)의 자회사로서 SEGA of America와 Sonic the Hedgehog 코스튬 제작에 대한 독점 라이선스 계약을 다년간 체결했습니다. 이 계약은 북미, 유럽, 중동, 아프리카, 라틴 아메리카 지역을 포함합니다.
회사는 이미 Sonic Prime, Sonic the Hedgehog 2, 그리고 곧 출시될 Sonic the Hedgehog 3의 성공적인 코스튬 라인을 개발한 바 있습니다. 이번 계약을 통해 Disguise는 코스튬, 마스크, 롤플레이 액세서리, 계절별 의상 아이템 등 Sonic 관련 제품을 확장할 수 있게 되었습니다.
이번 파트너십은 첨단 제조 기술과 창의적 혁신을 활용하여 Sonic 코스튬 포트폴리오를 강화하는 것을 목표로 합니다. Disguise는 전 세계적으로 라이선스 코스튬 디자인 분야의 선두주자로 자리매김하고 있으며, 전 세계 유통망도 확대하고 있습니다.
Disguise Inc, une filiale de JAKKS Pacific (NASDAQ: JAKK), a conclu un accord de licence pluriannuel avec SEGA of America pour les droits exclusifs de création de costumes Sonic the Hedgehog. Cet accord couvre l’Amérique du Nord, l’Europe, le Moyen-Orient, l’Afrique et l’Amérique latine.
L’entreprise a déjà développé des gammes de costumes à succès pour Sonic Prime, Sonic the Hedgehog 2 et le prochain Sonic the Hedgehog 3. Ce nouvel accord permet à Disguise d’élargir son offre Sonic avec des costumes, des masques, des accessoires de jeu de rôle et des articles de déguisement saisonniers.
Ce partenariat vise à exploiter des techniques de fabrication avancées et une innovation créative pour enrichir le portefeuille de costumes Sonic. Disguise s’est imposée comme un leader mondial dans la conception de costumes sous licence, avec une distribution mondiale en pleine expansion.
Disguise Inc, eine Tochtergesellschaft von JAKKS Pacific (NASDAQ: JAKK), hat eine mehrjährige Lizenzvereinbarung mit SEGA of America für exklusive Rechte zur Herstellung von Sonic the Hedgehog-Kostümen abgeschlossen. Die Vereinbarung gilt für Nordamerika, Europa, den Nahen Osten, Afrika und Lateinamerika.
Das Unternehmen hat bereits erfolgreiche Kostümserien für Sonic Prime, Sonic the Hedgehog 2 und den kommenden Sonic the Hedgehog 3 entwickelt. Mit dieser neuen Vereinbarung kann Disguise sein Sonic-Angebot um Kostüme, Masken, Rollenspielzubehör und saisonale Verkleidungsartikel erweitern.
Die Partnerschaft zielt darauf ab, fortschrittliche Fertigungstechniken und kreative Innovationen zu nutzen, um das Sonic-Kostümportfolio zu verbessern. Disguise hat sich als weltweit führender Anbieter im Bereich lizenzierter Kostümdesigns etabliert und baut seine weltweite Distribution kontinuierlich aus.
- Secured exclusive rights for Sonic costumes in major global markets
- Expands product portfolio with successful entertainment franchise
- Builds on existing successful costume lines for Sonic properties
- Strategic expansion of global distribution network
- None.
Insights
This exclusive multi-year licensing agreement between Disguise and SEGA represents a strategic win for JAKKS Pacific. Securing sole rights to create Sonic the Hedgehog costumes across multiple major regions (North America, EMEA, LATAM) strengthens JAKKS' competitive position in the character licensing space.
The timing is particularly advantageous with the upcoming Sonic the Hedgehog 3 film, which should drive significant consumer interest. Film-to-consumer product synergies typically generate substantial revenue opportunities during theatrical release windows and beyond.
For context, exclusive licensing agreements for popular entertainment properties create barriers to entry for competitors while providing predictable revenue streams. The global scope mentioned aligns with JAKKS' stated expansion strategy, potentially opening new distribution channels in emerging markets.
What makes this deal particularly valuable is that it builds upon an existing successful relationship where Disguise has already demonstrated market acceptance for Sonic costume lines. The expansion to secure rights for the core IP suggests confidence from both parties in the commercial potential of these products.
While financial terms remain undisclosed, this agreement adds a stable, recognizable franchise to JAKKS' portfolio, diversifying their licensed property mix and reducing dependency on any single entertainment brand.
This licensing agreement strengthens JAKKS' position in the highly competitive character costume market, where exclusive rights to popular properties drive significant retail placement and consumer preference. Sonic represents a multigenerational brand with broad appeal across demographics.
The costume industry thrives on recognizable characters with current cultural relevance. Sonic fits this profile perfectly with its established gaming audience, successful film franchise, and continued media presence through streaming properties like Sonic Prime. This multi-platform exposure creates year-round consumer touchpoints beyond seasonal Halloween sales peaks.
Disguise's ability to secure expanded rights to the core IP indicates their previous Sonic products likely performed well at retail. The global distribution scope is noteworthy - costume markets outside North America have shown accelerating growth as Halloween celebrations gain popularity internationally.
From a manufacturing perspective, character costumes typically offer stronger margins than generic costume designs. The expanded rights to create accessories and role-play items provides additional product diversification opportunities across multiple price points.
This deal enhances JAKKS' licensing portfolio with a franchise that has demonstrated sustained popularity and recently experienced renewed cultural relevance. For a company with JAKKS' market capitalization (
POWAY, Calif., April 15, 2025 (GLOBE NEWSWIRE) -- Disguise, Inc., a prominent global leader in the costume industry, and a subsidiary of global toy and consumer products leader JAKKS Pacific, Inc. (NASDAQ: JAKK), is proud to announce a multi-year licensing agreement with SEGA of America, Inc. granting Disguise the sole rights to create Sonic the Hedgehog costumes for distribution across North America, Europe, the Middle East, Africa (EMEA), and Latin America (LATAM), this commences, Disguise’s entitlement as the sole costume manufacturer developing products based on the Sonic the Hedgehog core IP.
Disguise has already developed full costume lines for major Sonic the Hedgehog properties, including Sonic Prime, Sonic the Hedgehog 2, and the highly anticipated Sonic the Hedgehog 3. These collections have been met with enthusiastic fan response, cementing Disguise’s reputation as the go-to brand for Sonic-themed costumes. With this new agreement, Disguise will continue to expand its Sonic offerings, ensuring fans can continue to bring their favorite blue blur to life through costumes.
“Securing sole rights to the Sonic the Hedgehog core IP for costumes was a strategic priority for us, as it aligns seamlessly with our growing global distribution network,” said Tara Cortner, President and General Manager of Disguise, Inc. “Disguise has a proven track record of delivering imaginative, high-quality costumes that truly capture the essence of beloved characters for kids, adults and fans alike. We are proud to be partnering further with SEGA of America on all iterations of the Sonic franchise and the amazing characters they bring to life through their popular games and record-breaking theatrical films.”
“We have seen an overwhelmingly positive response from fans worldwide to the Sonic the Hedgehog costumes produced by Disguise,” said Alex Gomez, Licensing Director at SEGA of America. “As Sonic’s popularity continues to soar, we are thrilled to work with Disguise in developing against our core IP, ensuring that fans have access to top-quality costume options that allow them to engage with their favorite characters in immersive and exciting ways.”
This new collaboration will allow Disguise to push the boundaries of costume and accessory design, leveraging cutting-edge materials, advanced manufacturing techniques, and creative innovation to enhance its Sonic the Hedgehog offerings. Fans can look forward to an expanded range of costumes, masks, role-play accessories, and seasonal dress-up items that celebrate Sonic and his iconic cast of characters.
Disguise has established itself as the world leader in licensed costume design, offering an extensive portfolio of meticulously crafted costumes and accessories with global distribution growing every year. Disguise’s unwavering commitment to excellence continues to set industry benchmarks, consistently expanding its lineup with fresh, trend-setting products that captivate consumers year after year.
For more information about Disguise and its extensive range of licensed costume offerings, visit www.disguise.com.
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. Established in 1986, SEGA of America publishes innovative experiences for console, PC, mobile and other emerging platforms. SEGA is the first publisher to rank #1 three separate times (2016, 2020, and 2024) in Metacritic’s Game Publisher Rankings. Its globally beloved franchises include Sonic the Hedgehog, Total War™, Like a Dragon™, Football Manager™, Virtua Fighter™, and Crazy Taxi™, along with Atlus' Persona™ series and the critically acclaimed new IP, Metaphor: ReFantazio™. The company is also expanding its transmedia strategy, with numerous film and TV projects underway across multiple franchises. SEGA of America has offices in Irvine and Burbank, California. Visit www.sega.com.
©SEGA. All rights reserved. SEGA is registered in the U.S. Patent and Trademark Office. SEGA and SONIC THE HEDGEHOG are registered trademarks or trademarks of SEGA CORPORATION. All other trademarks, logos and copyrights are property of their respective owners.
MEDIA CONTACT: Whitney Hatfield PR@Disguise.com
FAQ
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