New Products Launch and Limited Merchandise Distribution: 'SEGA STORE TOKYO' 1st Anniversary Campaign Starts July 17 (Fri)

SEGA STORE TOKYO, the flagship store of SEGA Corporation, will launch its 1st anniversary campaign on July 17, 2026.

To commemorate its first anniversary, the popular plush series "SEGA Cooro(TM)" will welcome new characters: "Super Sonic," "Metal Sonic," "Ichiban Kasuga [Construction Kasuga] Ver.," and "Daigo Dojima." Additionally, new products including the "Sonic the Hedgehog SEGA STORE TOKYO Limited Shopping Bag," featuring exclusive artwork of "Sonic" and "Shadow," will be released.

As part of the limited merchandise, flake stickers and mirror acrylic keychains from "Sonic the Hedgehog," "Yakuza," and "Persona 4 The Golden" will be given away on a first-come, first-served basis with qualifying purchases.

Furthermore, a greeting event with Sonic will be held on July 18 (Sat), the store's opening anniversary, and on July 23 (Thu), Romero Britto, a leading figure in contemporary pop art, will visit the store to celebrate the launch of his Sonic collaboration products.

We look forward to welcoming visitors with new products, limited giveaways, and various events.

New Product Lineup

● "SEGA Cooro(TM)"

A new lineup for the adorable mascot plush series "SEGA Cooro(TM)," which debuted alongside the opening of SEGA STORE TOKYO!

"Super Sonic" and "Metal Sonic" from the "Sonic the Hedgehog" series, and "Ichiban Kasuga [Construction Kasuga] Ver." and "Daigo Dojima" from the "Yakuza" series join the collection!

<Product Information>

・Product Name: SEGA Cooro(TM)

・Character Lineup:

"Sonic the Hedgehog" Super Sonic / Metal Sonic

"Yakuza" Ichiban Kasuga [Construction Kasuga] Ver. / Daigo Dojima

・Price (incl. tax): Each 1,800 JPY

・Copyright: ©SEGA

・Release Date: July 17, 2026 (Fri)

● "Sonic the Hedgehog" SEGA STORE TOKYO Limited Shopping Bag

Sonic dashing in the sunlight, Shadow standing in the twilight.

This exclusive SEGA STORE TOKYO artwork captures a story crossing paths in Shibuya, a city with two faces—day and night. This special shopping bag, featuring original artwork created to celebrate the store's 1st anniversary, is available only here!

Double-sided design: Sonic artwork on the front, Shadow on the back.

<Product Information>

・Product Name: "Sonic the Hedgehog" SEGA STORE TOKYO Limited Shopping Bag

・Price (incl. tax): 1,100 JPY

・Copyright: ©SEGA

・Release Date: July 17, 2026 (Fri)

● SEGA × Kosuke Kawamura Pocketable Mini Bag

A vibrant blue mini bag featuring the SEGA logo design by Kosuke Kawamura using his signature shredder art.

Compact and foldable into its built-in pocket for easy carrying. Lightweight and small-sized, perfect for quick shopping trips or as a secondary bag.

<Product Information>

・Product Name: SEGA × Kosuke Kawamura Pocketable Mini Bag

・Price (incl. tax): 2,750 JPY

・Copyright: ©SEGA

・Release Date: July 17, 2026 (Fri)

● "Angry Birds"

T-shirts, metal keychains, stickers, pin badges, pouches, and hand towels from "Angry Birds" are now available!

Perfect for everyday use or events.

・Copyright: ©Rovio

・Release Date: July 17, 2026 (Fri)

1st Anniversary Merchandise

To celebrate the 1st anniversary of SEGA STORE TOKYO, flake stickers and mirror acrylic keychains from "Sonic the Hedgehog," "Yakuza," and "Persona 4 The Golden" will be available. From July 17 (Fri), they will be given away on a first-come, first-served basis with qualifying purchases.

※ One item per type per person per day.

※ Limited quantities available. Distribution ends when supplies run out.

※ Available only at SEGA STORE TOKYO. Not available at online stores.

● Flake Stickers (3 types)

One sticker given with purchases of 3,300 JPY (incl. tax) or more.

※ Design can be selected.

● Mirror Acrylic Keychains (3 types)

One keychain given with purchases of 5,500 JPY (incl. tax) or more.

※ Design can be selected.

※ Purchases of 5,500 JPY (incl. tax) or more qualify for both a flake sticker and a mirror acrylic keychain.

SONIC THE HEDGEHOG BY BRITTO New Product Launch

To celebrate the 1st anniversary of SEGA STORE TOKYO, new collaboration products between "Sonic the Hedgehog" and Romero Britto, a leading figure in contemporary pop art, will be released on July 23 (Thu). Romero Britto will visit SEGA STORE TOKYO on the release day. Additionally, customers who purchase products at SEGA STORE TOKYO will receive a limited coloring sheet as a first-come, first-served gift.

Romero Britto

Photo by Sergey Bermeniev

Born in Brazil in 1963, Britto began self-teaching art in childhood. At age 20, he moved to Europe, where he was inspired by modern masters such as Picasso and Matisse. He later established his base in Miami, USA, developing a unique style blending Cubism, graffiti, and pop art, characterized by vibrant colors and bold lines. His work spans beyond canvas to public art, product design, and brand collaborations. His art has been exhibited in over 120 countries. He has served as an official artist for events like the FIFA World Cup and the Olympics, and collaborated with Cirque du Soleil for Super Bowl halftime shows. A passionate philanthropist, he supports over 250 charities worldwide. His works, conveying messages of hope, love, and happiness, are celebrated globally as part of the "Happy Art Movement."