Sega opened a dedicated website Wednesday for “Sonic & Friends,” a short-form animation series distributing episodes through its TikTok account. The site offers character profiles and product information as the Japanese game publisher intensifies efforts to monetize its hedgehog mascot beyond traditional gaming.
The initiative features Sonic alongside characters including Tails, Knuckles, Amy, Shadow and villain Dr. Eggman in brief animated segments. Each character profile details personal preferences—Sonic favors chili dogs while Shadow prefers black coffee—in an apparent bid to deepen fan engagement and drive merchandise sales.
The TikTok strategy reflects Sega’s push into younger demographics after reporting licensing revenue growth of 140% in its latest fiscal year. The Sonic franchise generated strong returns across gaming, film and consumer products, with “Sonic the Hedgehog 3” grossing over $425 million globally and “Sonic X Shadow Generations” selling more than 2 million units.
Sega has signaled plans to concentrate resources on core intellectual properties including Sonic, even as it reduces overall title output. The company faces the challenge of maintaining franchise relevance ahead of Sonic’s 35th anniversary in 2026, with multiple mobile and racing titles scheduled for release this year.
The short-form content approach marks Sega’s latest attempt to capture attention on platforms dominated by user-generated material.
