Sonic the Hedgehog 35th Anniversary: 'SONIC THE HEDGEHOG DNA FIGURE' Unveiled — LOM BABY's Artificial DNA Figure Makes Its First Game IP Collaboration!

SEGA Corporation, as part of the 'Sonic the Hedgehog' 35th Anniversary Project, plans various global initiatives throughout the anniversary year to engage fans worldwide. As part of this initiative, SEGA has created the 'SONIC THE HEDGEHOG DNA FIGURE,' which expresses the beloved characteristics of Sonic—cherished globally for 35 years—in the new form of DNA. This figure will be exhibited for a limited time starting Tuesday, June 23, 2026, at SEGA STORE TOKYO on the 6th floor of Shibuya PARCO.

Since its debut in 1991, Sonic has been adored by fans around the world for his unique personality, defined by his 'blue body,' 'supersonic speed,' 'spirit of adventure,' and 'cool, free-spirited nature'—traits that have remained iconic across generations.

This project redefines Sonic’s 35-year legacy as a 'blueprint of life (DNA)' to pass his essence into the future. By merging cutting-edge art and technology to materialize DNA, the project symbolizes the timeless core of Sonic as an enduring cultural icon.

Sonic’s defining traits are interpreted as 'DNA that transcends time'—unchanging elements of his character. SEGA analyzed his physical features, personality, and abilities one by one, designing and synthesizing 'Sonic’s DNA,' which is then physically sealed inside a life-sized figure. The DNA, encapsulated in a Chaos Emerald-like container, floats near Sonic’s chest, creating an immersive exhibit that brings the beloved character to life in a deeply tangible way.

At SEGA STORE TOKYO, in addition to the 'SONIC THE HEDGEHOG DNA FIGURE' exhibit, panels will be displayed explaining the design blueprint of Sonic’s DNA. Based on Sonic’s iconic traits, these panels will illustrate how 'Sonic-ness' was translated into DNA, allowing visitors to experience the character’s enduring charm through a novel fusion of sculpture and genetic metaphor.

SONIC THE HEDGEHOG DNA FIGURE Concept Movie

https://youtu.be/NY1FnGnDKYQ

What is a DNA Figure?

A DNA Figure is a new type of collectible that expresses a character or IP’s essence by designing and synthesizing DNA based on their traits, then sealing that DNA inside a figure to represent 'existence itself.' While traditional figures bring characters to life through sculpting and coloring, DNA Figures uniquely express the 'identity' of a character—what makes them who they are—through synthetic DNA.

To design and synthesize the DNA, the character’s appearance, personality, and abilities are analyzed and converted into genetic code. The synthesized DNA is then physically sealed inside the figure along with a special protective capsule, creating a display piece that literally 'contains the character’s DNA.'

For this project, SEGA leveraged the DNA Figure technology to express Sonic’s enduring essence. Traits such as 'blue body,' 'ability to run at supersonic speeds,' 'boost ability (ultra-acceleration),' 'cool and free-spirited personality,' 'love of adventure / inability to stay still,' 'ability to curl into a spinning ball,' and 'inability to swim' were used as the foundation to design and synthesize 'Sonic’s DNA.'

Key Traits Reflected in the 'SONIC THE HEDGEHOG DNA FIGURE' (Partial List)

- Blue body

- Ability to run at supersonic speed

- Boost ability (ultra-acceleration)

- Cool and free-spirited personality

- Adventurous / cannot stay still

- Ability to curl and spin

- Cannot swim

SONIC THE HEDGEHOG DNA FIGURE Concept Movie

A concept movie expressing the project’s universe has also been released. The video uses a blend of live-action and CG to depict the process of designing and synthesizing Sonic’s DNA, and the creation of the 'SONIC THE HEDGEHOG DNA FIGURE.' The film will also be screened at SEGA STORE TOKYO.

URL: https://youtu.be/NY1FnGnDKYQ

Exhibition Overview

Exhibition Period: Starting June 23, 2026 (Tuesday)

Location: SEGA STORE TOKYO (15-1 Udagawacho, Shibuya City, Tokyo; 6th Floor, Shibuya PARCO)

https://www.sega.jp/segastore/tokyo/

Exhibition Content:

- Display of the 'SONIC THE HEDGEHOG DNA FIGURE'

- Exhibition of Sonic’s DNA design blueprint

- Screening of the concept movie

About the 'Sonic' Series

Sonic the Hedgehog, SEGA’s globally recognized mascot and the 'Hedgehog that Runs at the Speed of Sound,' will celebrate its 35th anniversary on June 23, 2026. Since the release of the original game 'Sonic the Hedgehog' in 1991, the series has expanded across multiple gaming platforms, with over 1.77 billion units sold worldwide (including full games and free-to-play titles). Sonic has grown beyond games into global box-office hit films, animated series, music, and merchandise, becoming a beloved character across generations.

In this milestone year, Sonic will race faster than ever across diverse stages, delivering new surprises and experiences to fans around the world.

◆ Official Sonic X (Twitter) Account: https://x.com/SonicOfficialJP

◆ Portal Site 'SONIC CHANNEL': https://sonic.sega.jp/SonicChannel/

About LOM BABY

LOM BABY is a science collective composed of artists, engineers, and scientists, themed around 'the birth of life.' The group develops 'DNA Figures' by designing and synthesizing 'character DNA' using advanced biotechnology and sealing it into physical figures.

LOM BABY: https://lombaby.io

Transeeds Inc.: https://transeeds.com

©SEGA

Company and product names mentioned are trademarks or registered trademarks of their respective owners.