Sega wants Sonic the Hedgehog to become an entertainment icon.
Sonic the Hedgehog
It was recently revealed that a 'Sonic' movie is being lined up for 2018 and chief brand officer Ivo Gerscovich told MCV that they are planning world domination for the video game character.
He said: "We are really focused on turning Sonic into an entertainment icon, not just a games icon. We want to go across all platforms and elevate his status even further, which explains why we are doing so much. Sega is really--as of this last year--putting a huge emphasis on quality."
Hajime Satomi, President and CEO of Sega Sammy Holdings Inc - which was formed after the 2004 merger between Sega and Sammy - previously revealed some details of the live-action film.
He said: "Sega Sammy Group is currently planning with Sony Pictures to create a live-action and animation hybrid Sonic the Hedgehog movie scheduled for release in 2018.
"Like with this CG animation production, we would like to expand our business into other entertainment areas beyond what we are currently involved."
And a new 'Sonic' game is set to be released next year, with director Takashi Iizuka explaining: "We at Sonic Team are developing a completely new game, as well as developing a full movie actively done by Sony Pictures, and animation on Sonic Boom.
"The most important thing is not the fact that the series survived for 25 years, but how many games [were] developed. Our goal [is to] add something new and overcome any potential hardships."