Sega� of America today announced an exclusive partnership with Denny's to sell Sonic The Hedgehog™ plush toys for $3.99 each with no entree purchase necessary. These unique plush collectibles are based on the nationally syndicated cartoon, ``Sonic Underground™.''

``This promotion takes advantage of Denny's deep penetration in the family market and the brand equity of Sega's icon, Sonic,'' said Jane Thompson, director of licensing, Sega of America. ``We intend to reach millions of new and existing Denny's customers and raise brand awareness for both 'Sonic Underground' and Sonic The Hedgehog.''

Over 22 million Sonic The Hedgehog videogames have been sold since the character was introduced in 1991 on the Sega Genesis™. Sonic's successful game legacy continues to this day on Sega's new game console, the Dreamcast™. Long considered Sega's flagship mascot, Sonic The Hedgehog is now a $1 billion dollar brand. Since last fall, Sonic has starred in his own syndicated cartoon, ``Sonic Underground,'' produced by DiC Entertainment, Le Studio Tex, and TF1; syndicated by Buena Vista International Television. ``Sonic Underground'' is currently one of the top five animated shows in ad revenue for syndication.

``Denny's is committed to providing a wholesome, family-friendly experience to all parents with kids,'' said Roy Getz, vice president of marketing for Denny's. ``By partnering with Sega of America to offer Sonic The Hedgehog plush toys to our customers, we are adding an exciting element of fun to the dining experience -- one that we know will motivate families to visit more often.''

Sonic is one of the few ``gender neutral'' videogame properties - both boys and girls like him equally. Denny's conducted independent research on kids between the ages of 6-12 and on at least one of their parents. Parents and kids who had visited a family-style restaurant at least once in the past three months were surveyed. Respondents of the survey voted that Sonic had not only the highest appeal and likeability, but that more parents were willing to purchase Sonic as opposed to other videogame character plush toys.

The Sonic toys will be advertised in a Denny's general market TV tag October 12-29 and in-restaurant lobby displays, ceiling danglers and table-top merchandise. Two plush toy designs will be available: Sonic The Hedgehog and his friendly nemesis Knuckles. The promotion will run for eight to twelve weeks while supplies last, and began around October 12, 2000 in the United States and Canada.

[Posted 10/24/2000]