Sonic the Hedgehog is in the midst of its 35th anniversary year, with Sega pursuing a broad campaign of collaborations, live events, and re-releases rather than a new mainline game. The franchise has announced a short film, a concert tour, multiple merchandise and location-based partnerships, and two game compilations, while the lead producer has hinted at a future story-driven title.
Sega is celebrating Sonic the Hedgehog's 35th anniversary with a diffuse campaign that prioritizes cross-promotion, live events, and re-releases over a single flagship title. No new mainline Sonic game was announced during the anniversary period. Instead, Sega revealed two game compilations-the Classic Sonic Collection and the Modern Sonic Collection-both releasing in October, along with a Definitive Edition of Sonic Frontiers for the Switch 2. The racing game Sonic Racing CrossWorlds has not sold as well as Sega hoped, but is receiving new characters including August from Crazy Taxi and Amigo from Samba de Amigo, plus a worldwide competition.
Animated projects include the short film Sonic the Hedgehog: Memories and Beyond, announced at Anime Expo 2026 with a fall release window. The story involves Dr. Eggman upgrading Metal Sonic using Sonic's life-data and the Chaos Emeralds. A live concert tour, Sonic Live in Concert, will run over 30 shows across the U.S. and U.K. from September 2026 to February 2027. A one-night live event, SONIC - LIVE! A Musical Odyssey of Sonic the Hedgehog, was also held on June 28 with special guest guitarist Jun Senoue.
Sega has pursued numerous brand collaborations. Sonic joined the CREATOR division of esports team ZETA DIVISION for a limited summer period. The franchise partnered with Korean resort Paradise City for themed hotel rooms and merchandise, with Japanese amusement chain ROUND1 for a three-month campaign, and with art unit LOM BABY for a life-size figure containing synthetic DNA. A collaboration with PSO2 New Genesis ver.2 ran from June 17 to July 22. Lead producer Takashi Iizuka stated at Anime Expo 2026 that he wants to create a story-driven game appealing to both gamers and fans who discovered Sonic through movies and anime, but declined to reveal the next mainline project. Voice actor Bill Wise, who voiced Knuckles in the 1996 Sonic the Hedgehog: The Movie OVA, died at age 61.
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Epic Games released the trailer for Fortnite Battle Royale Chapter 7 Season 4 "Override," which teases characters from Sonic the Hedgehog, Persona, Pac-Man, Crash Bandicoot, Mega Man, Spyro, Mortal Kombat, and Tetris. The season launches August 20.
IDW Publishing began releasing Yuki Imada's Sonic the Hedgehog: The Blade of Courage manga in English through the IDW Comics app on Wednesday, July 29. The manga, which follows Sonic teaming up with a slow human named Yuta to travel through a jungle and save the world, originally launched in Shogakukan's Monthly CoroCoro Comic magazine in June 2025. Shogakukan shipped the single compiled book volume on December 26. The English release is the first official translation of the series, made possible through partners at Sega and Shogakukan. However, shortly after the debut, Imada expressed frustration on X, sharing a screenshot of the app's review section where several reviews credited other Sonic creators, such as Ian Flynn and Tracy Yardley, instead of Imada. Imada wrote that he drew the art and wrote the story himself, and that he had never felt so insulted. IDW's Sonic editorial team said they were thrilled to bring the official English release to readers, noting fans had been looking forward to Sonic and Yuta's quest to stop Dr. Eggman.
On July 20, 2026, numerous anime, manga, and game franchises posted Marine Day greetings on social media. The Japanese national holiday, which honors the ocean and marks the end of the rainy season, prompted official accounts and creators to share beach-themed illustrations, character birthday messages, and promotional content. Among the posts, the official Kaiju No. 8 account promoted an upcoming original short anime titled "Narumi's Weekday" with a pun on the character's name and the kanji for sea. The MAPPA studio released a new illustration by Rie Nishimura for the soccer series DAYS, which is celebrating its 10th anniversary in 2026. The Sound! Euphonium account reminded followers that the film Sound! Euphonium: The Final Part 2 opens on September 11. Classroom of the Elite noted that July 20 is also the birthday of character Honami Ichinose. The That Time I Got Reincarnated as a Slime account promoted the streaming of its movie Tears of the Azure Sea on U-NEXT. The Chiikawa movie account promoted the July 24 release of Eiga Chiikawa: Ningyo no Shima no Himitsu. Voice actor Yuki Kaji posted a personal greeting, and the band Orange Range shared a summer song. The roundup, compiled by Anime News Network, spanned three articles covering dozens of entries.
In an interview at Anime Expo 2026, Sonic lead producer Takashi Iizuka discussed the 35th anniversary, the surprise release of Sonic Frontiers Definitive Edition on Switch 2, and the sales disappointment of Sonic Racing CrossWorlds. He stated he wants to create a story-driven game that appeals to both gamers and fans who discovered Sonic through movies and anime, while declining to reveal the next mainline project.
At Anime Expo 2026, representatives from TV Asahi, Dentsu, and SEGA described a shared strategy of lowering barriers for overseas audiences. TV Asahi's Akane-banashi anime released episodes on YouTube in three languages, while Dentsu's Gachiakuta campaign built a global community narrative. The panel argued that the content itself does not need to change; the key is improving access and engagement.
Sega's mascot Sonic the Hedgehog has joined the CREATOR division of professional esports team ZETA DIVISION for a limited summer period, the team announced on July 8, 2026. The surprise addition follows a February event called 'Sonic Racing CrossWorlds The k4sen,' where Sonic won a race and caught the attention of popular streamer k4sen. According to the announcement, Sonic and k4sen both celebrate their 35th anniversary this year, which served as a catalyst for the collaboration. Sonic reportedly said he could not sit still when hearing about hot challenges on the best stage. ZETA DIVISION is also marking its own 5th anniversary with a pop-up event in Tokyo from July 31 to August 2. Additional merchandise includes a collaboration gaming PC and LINE stamps featuring the team's mascot ZETA-kun. The team plans to develop various content with Sonic's involvement during the summer period.
Sega announced the Sonic the Hedgehog: Memories and Beyond 35th anniversary short film at Anime Expo 2026, releasing a sneak peek video. The full short debuts this fall. The story involves Dr. Eggman upgrading Metal Sonic using Sonic's life-data and the Chaos Emeralds, with Sonic and friends relying on their friendship to win.
The latest mobile gaming column covers Sonic the Hedgehog's 35th birthday and his history on mobile platforms, including the early Sonic Cafe service and Java-based games. It also touches on Fate/Grand Order's upcoming summer event requirements and other industry updates.
ROUND1 will host a Sonic the Hedgehog collaboration campaign from July 10 to October 12, 2026, at stores nationwide. The campaign includes collaboration menus with exclusive novelties, collaboration packs, crane game prizes, a themed room at the Machida store, bowling score monitor effects, a score registration campaign, and a special frame for the Rism print machine.
Sega held a livestream on June 26 to mark Sonic the Hedgehog's 35th anniversary, announcing two game compilations, new content for *Sonic Racing: Crossworlds*, and a limited-edition cartridge set. The Classic Sonic Collection, releasing in October, bundles *Sonic Origins*, *Sonic Mania*, and *Sonic Superstars*. The Modern Sonic Collection, also out in October, compiles *Sonic Frontiers*, *Sonic Colors: Ultimate*, and *Sonic Forces*. A Definitive Edition of *Sonic Frontiers* for the Switch 2 was announced separately. For *Sonic Racing: Crossworlds*, Sega revealed that August from *Crazy Taxi* and Amigo from *Samba de Amigo* will join the roster, along with Classic Sonic. The game has not sold as well as Sega hoped, according to the company. Sega also announced a worldwide *Crossworlds* competition with qualifiers starting June 30. Two limited-edition Sega Genesis cartridges of the original *Sonic the Hedgehog* and its sequel will cost US$100 each, with a one-in-eight chance of receiving a "Chaos Emerald" variant. A new *Sonic Pico Park* update adds Shadow the Hedgehog and Sonic Pico Cat. A Sonic Live in Concert tour begins in September. The article notes that no new mainline Sonic game was announced.
Sega has unveiled a life-size Sonic the Hedgehog figure created in collaboration with art unit LOM BABY, using biotechnology to synthesize DNA representing Sonic's traits. The 100cm-tall figure, plated with silver and containing a Chaos Emerald, is on display at SEGA STORE TOKYO. The project is part of Sonic's 35th anniversary. LOM BABY, known for biotech art like edible 'dragon meat,' worked with Sega to encode characteristics such as blue body color and supersonic leg power into synthetic DNA.
Sega launched "SONIC CHECK IN ADVENTURE" on June 22, a collaboration with the Korean integrated resort Paradise City in Incheon. The project runs through September 6 and includes themed hotel rooms, limited merchandise, exclusive food menus, photo zones, and character greetings at Hyatt Regency Incheon Paradise City and Paradise Hotel & Resort.
Sega will stream a Sonic series 35th anniversary special program on YouTube on June 24, 2026. The show features 12 guests including voice actress Aoi Yuki, YouTuber Reje-kun, Vocaloid P Yuno-suke, and developers. It will include behind-the-scenes talk, a DJ live, gameplay, and new information on Sonic Pico Park, Sonic Rumble Party, and Sonic Racing CrossWorlds.
Sega launched a Sonic collaboration in PSO2 New Genesis ver.2 on June 17, 2026, running through July 22. The event includes limited-time quests, a special scratch, a login bonus, and an updated seasonal exchange shop. The collaboration commemorates Sonic's 35th anniversary on June 23.
Sega will display a life-size "SONIC THE HEDGEHOG DNA FIGURE" at SEGA STORE TOKYO in Shibuya PARCO from June 23 as part of the Sonic the Hedgehog 35th anniversary project. The figure uses DNA figure technology to encapsulate synthetic DNA designed from Sonic's characteristics such as blue body, supersonic speed, love of adventure, and free personality. A panel explaining the DNA blueprint will also be on display.
The June 28 live event "SONIC - LIVE! A Musical Odyssey of Sonic the Hedgehog" has announced S-seat bonus goods including a drawstring bag, muffler towel, and rubber band set. The band lineup features special guest Jun Senoue on guitar alongside Masashi Tsubakimoto, Junya Yamamoto, Rikuto Sakurai, and Yoshinori Ikeda.
Sega announced a collaboration between "PSO2 New Genesis ver.2" and Sonic the Hedgehog, running from June 17 to commemorate Sonic's 35th anniversary on June 23, 2026. The event includes limited-time quests themed after Sonic, special scratches, and login bonuses. The announcement came alongside a separate update on June 3 that launched the fourth collaboration with virtual liver groups Nijisanji and NIJISANJI EN, which runs until July 1. That update also introduced the "True Super Star Chronicle Festival '26" season event for NGS's 5th anniversary, a new quest "Realm Survey: Ruins" with the boss Ruino Shreder Λ, a class level cap increase to Lv.120, new rarity ★15 weapons, new Tech Arts Customizations, and two new face variations. The Nijisanji collaboration offers avatar items for four livers: Rika Igarashi, Meloco Kyoran, Meruto Kuramochi, and Sofia Valentine, plus voice tickets and other items.
Sega announced a Sonic Live in Concert global tour commemorating the franchise's 35th anniversary, with over 30 stops across the U.S. and U.K. from September 20, 2026, to February 20, 2027. The tour will feature music from various Sonic games, with additional European dates to be announced later.
Bill Wise, known for English dub roles including Bunta Fujiwara in the Initial D: Legend trilogy, Hayato Jin in Getter Robo: Armageddon, and Knuckles in the 1996 Sonic the Hedgehog: The Movie OVA, has died at age 61. His death was reported by the Austin Chronicle on May 5, with his agency and a friend confirming the news earlier that week.