The Sonic the Hedgehog Brand is in a Great Place Right Now, Thanks for Asking

Did you know Sonic the Hedgehog did better than freaking Detective Pikachu in US theaters?

This was news to me. I guess I was a little too distracted when the news broke in friggin’ March, but yeah, it became the highest-grossing video Game movie of all time, at least in the United States, not soon after it came out. Which is… good? Bad? I don’t know, I haven’t seen it, but it did really well is the point. So well, in fact, that Sonic Studio's chief brand officer, Ivo Gerscovich, went to Reddit to answer a few questions about how the movie ‘revitalized’ interest in everyone’s favorite electric blue rat:

"The success of the film has positively impacted many areas of the brand from bringing in a new generation of fans to reaching fans in places all over the world that may not be as accessible for us alone…The team and I have been building the Sonic brand over the last five years and what may have been 'headwinds' initially when the new team was formed are turning to 'tailwinds' (strong support). From the inside, working on a brand that was viewed as 'nostalgic' previously that has become very 'relevant' is like pushing on a big snowball ball to help it gain speed and then it starts picking up momentum and starts rolling faster and faster--and then suddenly it's about just trying to keep up."

So apparently, the Sonic brand is in an “exciting place” right now, but Ivo didn’t really clarify what that would exactly mean. He certainly didn’t commit to a second movie, although that’s probably a foregone conclusion if the first one did so well, and as far as I’m aware there are no new Sonic games in the works, the last one being Sonic Team Racing, which was released last year.

But… hey, good for you, Sonic.