Retail Merchandiser - September/October 2016 - Global Sensation - M27


"

SEGA of America

I know how critical
it is to ensure that
we develop a solid
relationship based
on trust and honesty.

"

see real value in," says Anoulay Tsai, SEGA of America licensing director. "Our most successful categories have been
in toys, plush and graphic tees. We'll be placing quite a bit of
focus on fleshing out our collectibles and novelty business as
well as creating more products for the female fans."
SEGA can be selective when choosing its licensee partners, seeking those who truly get the brand and anticipate
what the Sonic fan will want. By looking for innovative partners that have a love for Sonic, SEGA
believes its licensing partnerships
will create products that are coveted by the die-hard fan. Some
of the current Sonic product
initiatives include Kidrobot
Sonic in Spin Dash medium
figures, Han Cholo limited edition Sonic jewelry, Just Toys Sonic
two-inch backpack clips, and Sonic
x Sanrio limited edition eight-inch
plush figures.
"With the newly implemented
team structure, we're spending a lot
more time with our partners to ensure
that we're providing input and brand
information to set them up for sell-in
and sell-through success," Tsai says.
Moving ahead, SEGA will strive
to help retailers by understanding
their business and
showing
them
how Sonic will help
them to achieve their
sales goals. Additionally, the company will
take information from
merchants and incorporate their feedback
into its licensing plans
as it implements a tiered

SEGA of America is looking
to elevate Sonic into an
entertainment icon across
film, television, games,
consumer products and
other areas.

retail strategy that will help gain more placement and visibility in stores and online.
"I spent the last 12 years of my career in retail and I know
how critical it is to ensure that we develop a solid relationship
based on trust and honesty," Tsai says. "It's not just about touting the strength of the brand. As the licensor, the onus is on
us to guarantee the success of the brand. These strategies will
be tailored to the retailers and will align with their respective
initiatives so the plans are conducive to their business."
Through a blend of art and science, SEGA of America is
committed to ensuring that the Sonic brand remains engaged
with consumers. Part of this is done by leveraging and analyzing the metrics across its many social channels, and its
Facebook, Twitter and YouTube platforms are all extremely
successful at reaching and interacting with fans.
"It takes a unique approach to stand out, get heard and be
noticed," Gerscovich says. "We need to be driven by a passion
for the brand and the best creative strategies flow from that.
Everything we do is about surprising and delighting fans. All
of us here at SEGA are working extra hard to grow the brand
by keeping one foot in Sonic's past while keeping the other
foot planted in the future. By continuing to focus on what we
believe is the future of the brand - games, consumer products,
film and television - we can continue to focus our energy on
making entertaining content on all platforms. This is our how
we believe the brand will continue to strengthen over time." O
September/October 2016

RETAIL-MERCHANDISER.COM

27


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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