SEGA characters turn into bears for exclusive new "SEGA LABBIES" plush line

Sales are set to begin for a new plush toy series titled “SEGA LABBIES,” featuring teddy bears dressed up as iconic game characters.

The new plushies will be exclusively available at SEGA STORE TOKYO, which opened in July, and SEGA STORE SHANGHAI, which opened in May.

The first wave of the series highlights major franchises from SEGA and its subsidiary, Atlus, bringing together Sonic from the Sonic the Hedgehog series, the legendary Kazuma Kiryu from the Yakuza (Like a Dragon) series, and the protagonist Joker from Persona 5 Royal.

To celebrate the launch, a special promotional video was released today created by the renowned stop-motion animation house, Dwarf Studio.

The video utilizes a “cut-out” animation style based on hand-drawn pictures to express the handmade, analog feel of the plushies as they enter the real world.

Here is the full lineup of SEGA LABBIES plushies that will be available at launch:

SEGA LABBIES Sonic

This plush features a bear dressed as the blue blur, Sonic the Hedgehog.

SEGA LABBIES Kiryu Kazuma

This plush reimagines the Dragon of Dojima as a bear, complete with his signature grey suit and red shirt.

SEGA LABBIES Joker

This plush features a bear wearing the Phantom Thief outfit and mask of the Persona 5 Royal protagonist.

The “SEGA LABBIES” plushies are available in two sizes: a Large version priced at 6,600 yen (approx. $42.87 USD / £34.03 GBP) and a Small (mascot) version priced at 3,850 yen (approx. $25.01 USD / £19.85 GBP).