Tom Kalinske, the former Sega CEO of America, has predicted a brighter future for the Sonic franchise.
The iconic gaming character enjoyed incredible success in the 90s, becoming one of the most recognisable brands in the world - and Tom thinks he will soon re-emerge as one the industry's main figures.
He said: "I think there is some natural up and down for any character.
"We've certainly seen it with the Marvel characters over the years. We've seen it with Barbie. We've seen it with Star Wars. We've seen it with G.I. Joe and Hot Wheels.
"All of these brands have had their cycles. I think Sonic has had a downward cycle for a while, and it's time to have an upward cycle again for a while."
But Tom admitted that Sega needs to win back the trust of their customers before the Sonic franchise can return to its former glories.
He told Game Informer: "Sega in the 1990s was known for its brand, but after that, we've lost trust, and we were left with nothing but reputation. For this reason, we'd like to win back the customers' trust, and become a brand once again."