February 4, 2021 – LEGO Ideas ® today announced the arrival in brick form of SEGA’s elusive mascot , Sonic the Hedgehog ™ , courtesy of a concept brought to you by 24-year-old Brit Viv Grannell. Passionate about Sonic, Viv submitted her creation to the LEGO Ideas® platform, a LEGO initiative that takes the best ideas from her community and gets fans to vote before going into production.
Viv’s design is inspired by the excellent platformer released in 2017, Sonic Mania ™, and features iconic characters and environments from the popular Green Hill Zone level. Once the design was completed and proposed, it managed to meet the prerequisite of 10,000 votes from LEGO fans around the world, before the LEGO Group approved its production.
Viv Grannell says of her approach: “ I have been interested in the world of Sonic since I was almost born, and it fits the LEGO system so well that I spent almost a year rallying support. enough for all of this to happen. 10,000 people validating my idea is already impressive even with the help of my friends and family, but seeing it selected for production is the most exciting secret I have ever had to keep! ”
Sonic Mania Green Hill Zone LEGO Ideas® will now enter the product development phase, in partnership with SEGA®. Once finalized, it will be available worldwide. Commenting on this collaboration, Director of Brand Licensing of SEGA® Europe Ltd, Jason Rice, said: “ At SEGA we have always encouraged fans to contribute to the legacy of the Sonic license through their own creations, and it’s wonderful to see that the tradition continues with the LEGO Ideas® program. We are excited to be working with Viv and the LEGO Group, and we hope this inspires fans to create their own Sonic the Hedgehog ™ experiences for generations to come . ”
This Sonic Mania Green Hill Zone LEGO Ideas® project is the perfect symbol of the legacy of Sonic the Hedgehog, who turns 30 next June. Largely inspired by characters and elements from the Classic Sonic universe, this set will provide an unparalleled LEGO experience for LEGO collectors and fans of the world’s fastest blue hedgehog!
To learn all about the LEGO Ideas platform and discover the other concepts that have been developed into products, visit http://ideas.lego.com .
About the LEGO® Group
The LEGO® Group is a privately owned, family-owned business headquartered in Billund, Denmark, with main offices in Enfield (US), London (UK), Shanghai (China), and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, he is one of the world’s leading creators of play experiences. Driven by the motto: “Only the best is good enough”, the company is committed to promoting the development of children and wishes to inspire and develop the potential of the builders of tomorrow through a fun learning and creative play experience. LEGO products are sold all over the world and you can find them at:www.LEGO.com . To consult the news of the LEGO Group, to obtain information on the financial performance of the company and on its responsible commitment, you can visit the following page: http://www.LEGO.com/aboutus . LEGO, the LEGO logo, the Minifigures, DUPLO, BIONICLE, THE LEGENDS OF CHIMA, DIMENSIONS, the FRIENDS logo, the MINIFIGURES logo, MINDSTORMS, MIXELS, NINJAGO, and NEXO KNIGHTS are trademarks of the LEGO Group. © 2020 the LEGO Group.
About the LEGO Ideas Platform
LEGO® Ideas offers fans the opportunity to submit their own LEGO brick creation and gives them the chance to see it officially come to fruition, with the help of expert LEGO designers. They receive a portion of the profits from the sale.
About SEGA® Europe Ltd.
SEGA® Europe Ltd. is the European Distribution arm of Tokyo, Japan-based SEGA CORPORATION, and a worldwide leader in interactive entertainment both inside and outside the home. The company develops and distributes interactive entertainment software products for a variety of hardware platforms including PC, wireless devices, and those manufactured by Nintendo, Microsoft and Sony Interactive Entertainment Europe. SEGA wholly owns the video game development studios Two Point Studios, Creative Assembly, Relic Entertainment, Amplitude Studios, Sports Interactive and HARDlight. SEGA Europe’s website is located at www.sega.co.uk