SEGA to release super cute Sonic and Yakuza plush toys
SEGA has announced two new lines of plush toys based on characters from their most popular games.
The two new product lines will be called”SEGA Cooro” and “SEGA LABBIES”.
Both ranges will see characters from the “Sonic the Hedgehog” and “Yazkua/Like a Dragon” (Ryu ga Gotoku) series turned into plush toys.
The first of the new plush toy brands are the “SEGA Cooro” plushies.
This series features “cute mascot-type stuffed toys” designed to fit comfortably in the palm of one’s hand.
The initial wave of “SEGA Cooro(TM)” will showcase nine characters from two of SEGA’s most popular franchises:
- “Sonic the Hedgehog”
The iconic blue blur is represented by Sonic, along with his loyal companions Tails, the formidable Knuckles, the cheerful Amy Rose, the edgy Shadow the Hedgehog, and the brilliant antagonist Dr. Eggman.
The “Sonic the Hedgehog” franchise is SEGA’s flagship, renowned for its speed-based platforming games and a vibrant cast of characters.
- ” Yakuza/Like a Dragon” (Ryu ga Gotoku)
From the critically acclaimed crime drama series, the “SEGA Cooro” lineup will include the legendary Kazuma Kiryu, the charismatic Ichiban Kasuga, and the unpredictable Goro Majima.
The “Yakuza/Like a Dragon” series is known for its gripping storylines, immersive open-world environments, and memorable characters.
The “SEGA LABBIES” series offers a unique twist, transforming popular SEGA characters into teddy bears.
The first characters to join the “SEGA LABBIES” line-up will be:
- Sonic the Hedgehog
- Kazuma Kiryu
The “SEGA LABBIES” plush toys will be available in two sizes, small and large.
SEGA is set to launch the “SEGA Cooro” plushies on Friday, July 18th, 2025.
Each “SEGA Cooro” plush toy will be priced at 1,800 yen (approx. $12.49 USD / £9.09 GBP).
Each Cooro plush will be made from polyester, nylon, and ABS, with a ball chain for easy attachment.
The “SEGA LABBIES” plushies are scheduled for release in November 2025 with their exact pricing yet to be announced.
The “SEGA Cooro” plushies will be available from the new SEGA Store Tokyo, which will open later this month.
Sales locations for the “SEGA LABBIES” plushies have not yet been confirmed, but they will likely also be sold at SEGA Store Tokyo and may also be available through Ebten, which distributes a wide range of SEGA merchandise.
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