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FremantleMedia Enterprises Takes Merchandising Rights to Sonic the Hedgehog in Europe

FME will be the licensing agent for the Sega videogame character for German-speaking and Eastern Europe.

COLOGNE, Germany – FremantleMedia Enterprises, a division of X Factor production house FremantleMedia, has secured European licensing rights to Sonic the Hedgehog, the spiky-haired blue videogame character Sega first launched in 1991.

FME’s deal, signed with SEGA Europe, gives its licensing rights to Sonic’s likeness for German-speaking and Eastern Europe. The company unveiled the deal at the Munich Licensing Market this week and is hoping to find merchandising partners across the fashion, mobile phone, toy and publishing industries.

Originally launched by Sega as a way to combat Nintendo’s Super Mario character, Sonic the Hedgehog has become one of the best-known video game brands of all time, with more than 70 million Sonic games sold worldwide.