What do you mean be popular as Hello Kitty? Sonic is already a popular videogame character but it wants Sonic to be as popular as Hello Kitty.
According to Jurgen Post of SEGA Europe Ltd:
“Sonic is a well-known character, but we’ve got a lot of room to grow in merchandising,” he told MCV.
“We dream of Hello Kitty. We’re still far off from that but we can see that our profits are growing year on year in the US and Europe [on merchandising].
“We’ve got a licensing team on the ground in the UK who are focusing on that and that team will expand. We’ve got a team in the US and which will also expand. We used to run it all out of Sega of Japan, but having people on the ground is making a big difference.
“We will always do the computer game but the merchandising is a very important aspect to Sonic.”