Craft Buddy to launch Sonic the Hedgehog lines later this year

Craft Buddy has partnered with SEGA on a Sonic the Hedgehog range launching later this year.

Spanning EMEA, North America, and LATAM, the agreement will see Craft Buddy translate the fast-paced world of Sonic the Hedgehog into collectible craft formats.

“Signing with SEGA for Sonic the Hedgehog is a landmark moment for Craft Buddy and an incredibly exciting step into the gaming category in 2026,” said Gary Wadhwani, Co-Founder of Craft Buddy.

“Sonic is a truly global icon with multi-generational appeal and enjoys ongoing momentum across entertainment and retail. We’re looking forward to bringing Sonic to life through Crystal Art in a way that feels fresh, collectible and aligns with today’s craft and gifting audiences.”

Gemma Daniels, Senior Licensing Manager at SEGA for UK and EMEA Hardlines and Publishing, added: “Sonic the Hedgehog has been inspiring fans for over three decades and we’re always excited to bring new and creative ways for the community to engage with the brand.

“We’re thrilled to partner with Craft Buddy to bring Sonic’s energy and vibrant world to life in a completely new format.”

Further product details will be revealed in the coming months, with initial hero lines forming part of Craft Buddy’s Autumn/Winter 2026 slate.

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