Sonic's DNA comes to life! The "Sonic the Hedgehog" DNA figure makes its world debut at Shibuya PARCO on June 23!

SEGA Corporation has announced that it will unveil the " SONIC THE HEDGEHOG DNA FIGURE," a figurine containing the DNA of " Sonic the Hedgehog," at " SEGA STORE TOKYO " inside Shibuya PARCO starting Tuesday, June 23, 2026.
This is one of the initiatives commemorating the 35th anniversary of "Sonic the Hedgehog."

Sonic’s defining features are brought to life as DNA using cutting-edge technology! The figure will make its world debut in Shibuya!

SEGA Corporation is planning various initiatives and projects for Sonic the Hedgehog fans around the world as part of the 35th-anniversary project.
As part of this effort, the " SONIC THE HEDGEHOG DNA FIGURE " has been created to express Sonic's characteristics—which have been loved worldwide for 35 years—in a new form: DNA.
It will make its world debutfor a limited time starting Tuesday, June 23, 2026, at "SEGA STORE TOKYO" on the 6th floor of Shibuya PARCO.

In this project, Sonic’s personality, built up over 35 years, has been redefined as the “blueprint of life (DNA) ” to connect it to the future.
By fusing cutting-edge art and technology, the DNA has been brought to life, expressing the fact that the core of Sonic’s existence will never fade.

Feel the Life! What is a DNA Figure?

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A DNA Figure is a new type of figurine that expresses the " very essence " of a character or IP by designing and synthesizing DNA based on its distinctive traits, then encapsulating that DNA within the figurine.
It differs from conventional figurines in that it expresses the "individuality of existence"—such as "what characteristics the character possesses and why they are true to their nature" —as DNA.

Utilizing this DNA Figure technology, the " SONIC THE HEDGEHOG DNA FIGURE " expresses the "essence" of Sonic—a character who has been loved for 35 years—as DNA.

Some of the characteristics reflected in the "SONIC THE HEDGEHOG DNA FIGURE" include...

• Blue body
• Boost ability (super acceleration)
• Free-spirited and cool personality
• Adventurous and unable to sit still
• Can curl up and spin
• Can't swim

...and more.

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In addition to the "SONIC THE HEDGEHOG DNA FIGURE" display, "SEGA STORE TOKYO" plans to set up panels introducing Sonic’s DNA blueprint.
The display will explain how "what makes Sonic, Sonic" was expressed as DNA based on his iconic traits, allowing visitors to experience the character’s enduring appeal—unchanged for 35 years—from a new perspective through sculpture and DNA.
If you’re a Sonic fan, be sure to see the actual figure and feel Sonic’s presence for yourself.

SONIC THE HEDGEHOG DNA FIGURE Concept Video Released!

A concept video capturing the world of this project is now available on the official Sonic the Hedgehog YouTube channel.
The video uses a combination of live-action and CG to depict the process of creating the "SONIC THE HEDGEHOG DNA FIGURE," featuring DNA designed and synthesized based on Sonic’s distinctive traits.

It seems to illustrate how Sonic’s evolution from pixel art to CG is truly encapsulated in his DNA, making it well worth a watch for Sonic fans.
This video is also scheduled to be screened at the venue, “SEGA STORE TOKYO.”
Watching the video after seeing the figure at the venue might give you a whole new perspective.

For further updates and details on the event, please visit the official portal site "SONIC CHANNEL" or the official Sonic the Hedgehog X account ( @SonicOfficialJP ).