SEGA have decided to jump on the Labubu craze by releasing their own line of plush dolls based on characters from their own franchises. These new dolls are called SEGA Labbies and are due to be released at SEGA Store Tokyo and SEGA Store Shanghai on the 19th of December 2025. Of course there’s a Sonic one, but more interestingly there’s a Kiryu Kazuma doll, and also a Joker from Persona 5 doll. This suggests they’re marketing to a wider market than just children.

SEGA have collaborated with Dwarf Studios who have animated this adorable stop-motion trailer to showcase the SEGA Labbies. Check it out:

SEGA Labbies will only be available to purchase from SEGA Store Tokyo and SEGA Store Shanghai from the 19th of December 2025. There is currently no word on if these will receive a wider release after that.

sonicyoda

Webmaster and lead writer at SEGADriven. Likes old games, heavy music and too much pizza. Follow on Twitter @kronkblats

Tags: dolls, like a dragon, merchandise, persona 5, plushies, Ryu ga Gotoku, sega japan, sega labbies, sega toys, sonic the hedgehog, yakuza

This entry was posted on Friday, November 21st, 2025 at 08:04 and is filed under Merchandise. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.