Sonic the Hedgehog is celebrating its 35th anniversary, having grown from a 1991 Sega Mega Drive mascot designed to rival Nintendo's Mario into a multimedia franchise spanning games, television, comics and a film series worth more than $1bn at the global box office. The character's speed, attitude and rebellious visual style captured the edgy spirit of early-1990s youth culture and helped Sega claw market share away from the dominant Super Nintendo, cementing Sonic's status as gaming's quintessential mascot.

Long-time series producer Takashi Iizuka, who joined Sega in 1992 and worked as a designer on Sonic 3, recalls being drawn to the company after playing the original games, particularly the innovative two-player mode introduced in Sonic 2. After relocating to the Sega Technical Institute in California in 1993, he was struck by Sonic's cultural reach in the US, from animated series to comic books. Ivo Gerscovich, Sega's chief business and brand officer, points to the franchise's success beyond gaming, including the billion-dollar film series and partnerships such as one with McLaren Racing, as evidence of Sonic's enduring, personality-driven appeal across generations.