Sonic the Hedgehog raced into QIC shopping centres across Australia during the September and October school holidays, marking the iconic character’s 35th anniversary with a series of free, family-friendly activations.

Presented in partnership with SEGA, The Entertainment Store, QIC and Merchantwise, the national program brought Sonic’s colourful world beyond the screen through interactive challenges, themed gaming, creative activities and memorable photo opportunities.

Fans also had the chance to meet Sonic in person, with official character appearances delighting both longtime followers and a new generation of young fans. Adding to the celebrations was the Australian-first appearance of fan-favourite character Amy Rose, creating another special milestone for the anniversary campaign.

Drawing on 35 years of gaming heritage and blockbuster entertainment, the activations combined nostalgia, play and shared family experiences—bringing Sonic’s unmistakable speed, energy and personality to life in shopping centres around the country.

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