SEGA and Animate are teaming up for what may be one of the biggest anime and gaming retail collaborations fans have seen yet, bringing together some of the publisher’s most beloved franchises for a year-long worldwide campaign across animate stores.
Announced today, the first-ever global-scale collaboration between SEGA and Animate will roll out across Japan and overseas locations beginning in June 2026.
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It features exhibitions, exclusive merchandise, collaboration cafés, Cafe Gratte events, themed fairs, and hands-on gameplay experiences tied to eight major franchises from SEGA, ATLUS, and Rovio.
SEGA and Animate are turning stores worldwide into fan hubs
The SEGA and Animate collaboration spans more than 140 animate locations across Japan and overseas territories, including stores in Taiwan, South Korea, Thailand, Malaysia, China, Hong Kong, the United States, and the United Kingdom.
The featured franchises include:
- Sonic the Hedgehog
- Puyo Puyo
- HATSUNE MIKU: COLORFUL STAGE!
- Persona
- Metaphor: ReFantazio
- Like a Dragon
- Angry Birds
- Sakura Wars
According to SEGA, the project is part of the company’s broader transmedia strategy, which continues expanding its gaming IP into live events, merchandise, video content, and other fan-focused experiences.
| SEGA TITLE | EVENT PERIOD |
| Sonic the Hedgehog | June 6 to June 28, 2026 |
| Puyo Puyo | Around February 2027 |
| HATSUNE MIKU: COLORFUL STAGE! | August 1 to September 6, 2026 |
| Persona series | September 11 to October 25, 2026 |
| Metaphor: ReFantazio | October 10 to November 1, 2026 |
| Like a Dragon | November 21 to December 13, 2026 |
| Angry Birds | December 2026 to February 2027 |
| Sakura Wars | January 2027 |
Sonic kicks off the SEGA and Animate collaboration in June 2026
The first phase of the SEGA and Animate project begins with Sonic the Hedgehog events running from June 6 to June 28, 2026.
The collaboration will include ONLY SHOP exhibitions, themed fairs, and Cafe Gratte events across animate stores in Japan and internationally.
Locations include Los Angeles, London, Taipei, Bangkok, Kuala Lumpur, Hong Kong, and Seoul. Fans visiting select locations will also be able to try hands-on gameplay stations.
ONLY SHOP events are specialty pop-up spaces hosted by Animate that focus entirely on a single franchise or series.
These limited-time areas typically feature themed exhibitions, exclusive merchandise, photo spots, displays, and other fan-focused experiences centered around a specific title.
Hatsune Miku and Colorful Stage take over animate stores in August
Fans of Hatsune Miku will also have plenty to look forward to during the SEGA and Animate campaign.
The HATSUNE MIKU: COLORFUL STAGE! collaboration starts on August 1, 2026 in Taipei before expanding to South Korea, China, Hong Kong, Thailand, Malaysia, and Los Angeles throughout August and September.
Japan-wide fair events are scheduled from August 8 to September 6, 2026, alongside Cafe Gratte collaborations featuring themed drinks, graphics, and collectible bonuses.
Persona and ATLUS fans are getting one of the biggest events
Among the most anticipated parts of the SEGA and Animate campaign is the Persona series collaboration from ATLUS.
The Persona-themed ONLY SHOP and fair events will run from September 11 to October 25, 2026 depending on region, with major activations planned for animate Ikebukuro Flagship Store as well as overseas stores in Taipei, Hong Kong, Shanghai, Bangkok, Kuala Lumpur, and Los Angeles.
Cafe Gratte events themed around the Persona series will also launch across multiple regions, giving fans themed drinks and exclusive bonus items tied to merchandise purchases.
Like a Dragon, Metaphor: ReFantazio, Angry Birds, and Sakura Wars are also joining
The SEGA and Animate collaboration doesn’t stop with Sonic and Persona.
Metaphor: ReFantazio receives its own worldwide fair event from October 10 to November 1, 2026, while Like a Dragon takes over animate Los Angeles and several Asian regions between November 21 and December 13, 2026.
Meanwhile, Angry Birds events are currently planned for around December 2026 and February 2027, while Sakura Wars collaborations are scheduled for around January 2027.
The project will continue rolling out in phases through early 2027, making this one of the most ambitious retail crossover campaigns SEGA and Animate have attempted together.
