Interviews

Interview
Sam, it’s great to catch up. Let’s talk Sonic! What are some of the creative challenges in translating a video game character into consumer products? Sometimes, translating the energy of a video game character – especially one known for his speed – can be challenging. We’ve had so much growth with the Sonic IP over the last few years, so we must stay on top of trends while remaining true to the IP – and always keeping our end consumer in mind. I often refer to myself as a “brand guardian”; the gatekeeper between the brand and the end consumer. With an IP like Sonic, he’s incredibly recognisable, and we work hard to create trend and seasonal assets for our licensees to use to keep Sonic relevant. There’s lots of popular video game characters that don’t go on to thrive in licensing. Why has Sonic thrived across so many different categories? I always say there’s a Sonic for everyone. People who grew up in the Nineties remember having their mates over after school, sitting on the floor, staring up at a screen as thick as it was wide and playing Sonic on the Mega Drive. Then, when you look at kids today, they have so many touchpoints for the IP – movies, animation, mobile, console games… However, one thing that has yet to change is the brand’s DNA. Sonic is the same fast hedgehog he’s always been. The brand’s success at retail is down to working with carefully selected partners. Every product is considered with the end consumer in mind. Speaking of partners, what’s the key to a successful creative collaboration with licensees? I’ve enjoyed working on several collaborations at SEGA, all with their unique challenges and opportunities. The success of any partnership is working together and being open to new ideas and opinions. With any partnership, you need to think about why we are doing this from the beginning. Who is this for? What is the purpose? Asking those questions ensures the message doesn’t get lost. The magic is when you create something unexpected, while still being recognisable and staying true to the brand’s core values. That leads us nicely to your partnership with LEGO. Can you give us some insight into the creative process behind bringing Sonic into bricks? We’ve taken everything amazing about Sonic and what people love about the LEGO brand, and mashed them together to create a range of genuinely fun products that look great on shelf. This is LEGO’s first action toy, and key to this is the addition of the speed sphere. A speed sphere? I’m sold – what is it!? Ha! It’s a sphere you place the Sonic minifigure into, which you then use to propel him across the room, smashing through LEGO-built scenery and Dr. Eggman’s evil Badniks. There are so many little hidden easter eggs for the fans, which we were keen to include. It also allowed us to play around with products that aren’t canon. We’ve introduced brand-new mechs and vehicles that fans won’t be familiar with… Who can you make them with if you can’t create new things with LEGO? The team over at the LEGO Group have been incredible to work with, and this has been a fantastic collaboration on so many levels... It’s been a once-in-a-lifetime project which I couldn’t be prouder of. You mentioned this range marking LEGO’s first move into ‘action toys’. How did these ‘action’ requirements affect product development on the sets? Sonic is known for his speed, and the LEGO team was bold enough to capture this in brick form. Early on, we established that each set needed to feature an element of speed, jeopardy, and quiet play for those moments when you want to sit and chill with your favourite Sonic friends… And we had to feature a loop; that was an absolute must! I cannot tell you how many versions of each set we reviewed before we landed on the final design. Working with such a passionate group of designers who are as meticulous and passionate about products and their respective brands as we are has been fantastic. Do any other partnerships come to mind when highlighting how creative licensees can be with your brands? The first project that I think of is Sonic’s 25th anniversary. We partnered with an art gallery to create 25 pieces of bespoke artwork, working with various artists across various mediums: fine art, metalwork, clay sculpture and even neon lighting. Seeing how these artists interpreted the brand in their work was terrific. However, I remember one artist painted Sonic covered in tattoos, smoking a cigarette and sticking his middle finger up… Needless to say, that version didn’t make it to the final exhibition! Ha! Not ideal! Now, before we wrap up, what should we be keeping an eye out for from you guys? There is so much to look forward to. The Sonic Movie 3 is out in December, and there will be lots more to come soon. Sonic turns 35 in 2026, so there will be lots of activity around the anniversary and plenty of other surprises to look forward to between now and then: partnerships, collaborations, and events. You can be sure that Sonic isn’t slowing down anytime soon.

SEGA’s Samuel Byard on Sonic’s success in consumer products

Samuel Byard – Senior Product Development Manager at SEGA Europe – talks us through the key to Sonic’s success in consumer products.

Interview
Daniel Godoy, XGuides

XGuides’ Daniel Godoy on taking a fan-first approach to crafting trend guides

Daniel Godoy – Founder & Chief Vision Officer at XGuides – talks us through his work on guides for brands like Popeye and Flash Gordon.

Interview
Beth Nock, King Features, Popeye, Flash Gordon, The Phantom, Art

King Features’ Beth Nock talks us through the first ever trend guides for Flash Gordon and The Phantom

“These designs are unlike anything our partners have had access to before”: Beth Nock, Brand Marketing Director at King Features, on finding fresh looks for classic IP.

Interview
Becky Sherwood, Lisle Licensing, Poodle & Blonde, Homewares

Lisle Licensing’s Becky Sherwood on the agency’s ambitions for Poodle & Blonde

Becky Sherwood, Licensing & Commerical Manager at Lisle Licensing, on how the agency gets exciting new brands ‘licensing ready.’

Interview
Story House Egmont, Laura Adnitt, Publishing, Film & TV

Story House Egmont’s Laura Adnitt on the power of licensed children’s magazines

Laura Adnitt, Publishing & Brand Management Director at Story House Egmont, on what makes a brand right for the magazine treatment – and the vital role they play around children’s literacy.

Interview
Alicia Lee, Samsonite, Chupa Chups, Food & Drink, Fashion

Samsonite’s Alicia Lee on bringing colour – and scents – into America Tourister’s Chupa Chups travel range

Alicia Lee – Business Manager, Asia for American Tourister at Samsonite APAC & Middle East – talks travel trends, bold design and creative collaborations.

Interview
Pablo Erroz, Chupa Chups, Food & Drink, Fashion

Fashion designer Pablo Erroz on embracing the unexpected for his Chupa Chups collection

“It’s an exciting challenge”: Pablo Erroz talks us through the key design decisions behind his Chupa Chups collaboration.

Interview
Emma Katz, ROKA London, Natural History Museum, Fashion, Experience

ROKA London’s Emma Katz takes us inside the company’s Natural History Museum collaboration

Emma Katz – CEO at ROKA London – on how a partnership with the Natural History Museum aligned with the company’s own values.

Interview
Jehane Boden Spiers, Jehane Ltd, Art, Homewares, Publishing

Jehane Ltd’s Jehane Boden Spiers on her approach to bringing artists and licensees together

“Develop a strong sense of your own vision”: Jehane Ltd’s Jehane Boden Spiers on what artists need to be licensing ready.

Interview
Tim Kilpin, Hasbro, Toys & Games, Fashion, Experiences, Food & Drink, Film & TV

Tim Kilpin – President of Toys, Board Games, Licensing & Entertainment at Hasbro – on how insights fuel innovation

“We’re in an industry that turns on serial creativity”: Hasbro’s Tim Kilpin discusses cultivating creative cultures.

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