SEGA unveils adorable new Sonic x Sanrio plushies at Tokyo Toy Show
The first products from the new “SONIC & FRIENDS x Sanrio characters” collaboration were officially unveiled today by Sonic the Hedgehog and Hello Kitty themselves.
The two iconic characters appeared together at the Sega Fave booth at the Tokyo Toy Show 2025 to reveal a new line of plush toys in a special ceremony.
SONIC & FRIENDS is a popular series of short, cute-style animated videos that are posted to the official Sonic TikTok account.
This new partnership features the Sonic characters dressed up in “kigurumi,” or full-body costumes, of their Sanrio partners, a project designed to promote “Japan IP” to a global audience.
The full lineup of six character pairings has now been confirmed.
The pairings are Sonic x Hello Kitty, Tails x Cinnamoroll, Amy x My Melody, Knuckles x Kuromi, Dr. Eggman x Pompompurin, and the recently revealed Shadow x Hangyodon.
The first wave of collaboration merchandise will consist of a line of medium-sized plush toys and smaller, ball-chain-equipped mascot plushies.
The product lineup is as follows:
- SONIC & FRIENDS Sanrio characters Plush M (6 varieties)
- Price: ¥4,950 (approx. $34 USD/£25 GBP)
- SONIC & FRIENDS Sanrio characters Mascot (6 varieties)
- Price: ¥2,420 (approx. $16 USD/£12 GBP)
The new merchandise will have an advance sale period before its general release.
The pre-sale will be held exclusively at the “SEGA STORE TOKYO,” which opened back in July.
The general, nationwide release of the first five character sets (Sonic, Tails, Amy, Knuckles, and Dr. Eggman) is scheduled for Friday, the 7th of November, 2025.
The “Shadow x Hangyodon” plush and mascot will have a later, separate release on Thursday, the 11th of December, 2025.
The advance sale at the SEGA STORE TOKYO is scheduled to begin on Friday, the 31st of October, 2025.
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