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Hot on the heels of SEGA’s milestone 60th anniversary, the gaming giant continues to capture the spotlight by joining a handful of elite licensees debuting at Global LicenseThe coveted Top 150 Global Licensors report of 2020. With $ 73.8 million in sales of licensed merchandise and services, SEGA of America debuted on this year’s list at # 146.
Global License spoke with Alex Gomez, Director of Licensing for SEGA of America, who offered his thoughts and analysis on the company’s explosive year.
Global License: How does it feel to be included in Global LicenseTop 150 Global Licensors Report for the First Time?
Gomez: At SEGA of America we are delighted to be a part of this esteemed list alongside the best of the best of our peers in this industry. Earning a spot in the top 150 licensors has been our goal since the company made the strategic decision five years ago to invest in the talent and resources necessary to bring “Sonic the Hedgehog” and other SEGA properties to the forefront of the market. games and entertainment. We plan to continue creating licensed programs for SEGA properties that bring joy to people’s lives.
What were some of the licensing victories that contributed to your 2019 licensed retail success?
In 2019, SEGA Consumer Products was powered by clothing, toys and collectibles, publications, and accessories. We had strong programs at key retailers like Target, Walmart and Kohl’s in North America and ASDA, Primark and Sainsbury’s in Europe, all with the newest “Sonic the Hedgehog” products year-round. Our men’s and boy’s apparel programs were strong. The “Sonic” T-shirts, underwear, and socks performed the best, as did the Sonic Union Suit, which sold out immediately. Our “Sonic” children’s watches topped many key retailers, and we launched an entirely new collection of toys through stuffed animals, action figures, and online location games at Target.
“Monopoly Gamer: Sonic the Hedgehog “ landed in stores on October 1, 2019, with a direct sale that exceeded all expectations. The comic book show “Sonic” was one of the main shows and launched the first show “Sonic ”20-year spinoff miniseries,“ Tangle & Whisper, ”which quickly became a fan favorite. We also launched the Sonic x PUMA tease capsule in November 2019 at Foot Locker, a forerunner of the RS-X collection that launched in Spring 2020.
As a Lead Licensor, how do you plan to further extend and elevate the success of your licenses this year?
We expect significant growth for SEGA’s consumer products programs in 2020-2022 in key regions such as North America, Latin America, Europe and Japan, driven by “Sonic the Hedgehog” and other SEGA properties. AAA content, partnerships, and franchise anniversaries will fuel brand excitement in 2021 and create additional forms of fan engagement. Our licensed merchandise program will expand into a variety of fan-requested blank areas and complement the overall narrative such as groceries, fashion, QSR, and other categories.
Our European business will expand its toy footprint by expanding the range to key retailers and We expect continued growth in Latin America, which has seen double-digit growth in the last two years.
Are there any new agreements or partnerships that you can announce?
Many new agreements are being signed and existing relationships are being expanded. We will soon announce some exciting shows to commemorate 30 years of Sonic.th anniversary celebration in 2021.
To read more about SEGA of America’s triumphant year, download the full 2020 Top 150 Global Licensors report here. More information about SEGA’s 60th anniversary and licensing programs celebrating the iconic “Sonic” brand here.
SEGA Publishing Europe will participate in this year’s fair. Festival of Licenses. To see what they and many others have to offer, Register now!
