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Sega announced a new collection of plush merchandise for its Sega Store locations in Tokyo and Shanghai. The Sega Labbies are teddy bears designed to resemble classic characters made by it and Atlus, with Sonic the Hedgehog’s Sonic, Yakuza’s Kazuma Kiryu, and Persona 5’s Joker teased as the first three. The stuffed animals will debut at both of the stores on December 19, 2025, but prices aren’t confirmed yet. It’s also unknown if we’ll eventually see them worldwide.
The company introduced the new Sega Labbies teddy bears with an animated teaser trailer hinting at their “origins.” It shows a number of bears at a factory. One is playing Sonic the Hedgehog while the others are working. The others then join in. As a result, they get a bit careless and the machinery gets damaged. In the aftermath, the original bear playing the game ends up transformed into one with Sonic’s appearance and speed.
At the end of the teaser, there’s a closer look at the three bears. The Sonic one is blue with a beige tummy, red and white shoes, and white fur around its eyes. The Kazuma one is a grey bear with a more serious expression in a grey suit with red shirt. The Joker one is all black and wearing the character’s outfit from the game, though the mask is over the teddy bear’s left ear instead of its eyes.
The Sega Store Tokyo is a fairly recent addition to the company’s lineup. It only just opened in the Shibuya Parco back in June 2025. Exclusive merchandise can be found at both it and the Sega Store Shanghai location.
The Sega Labbies teddy bears based on Sonic the Hedgehog, Kazuma Kiryu from Yakuza, and Joker from Persona 5 will debut on December 19, 2025.
