Madrid System Case Study Highlight: SEGA, Entertainment Beyond Nations and Generations

July 21, 2021

We recently released a Madrid System case study on SEGA, the popular Japanese video game developer. In it, SEGA gives insights on how over the years strategic investment in its IP portfolio has allowed the company to become a brand consumers can trust to provide quality gaming experiences.

SEGA’s most recognizable character is undoubtedly Sonic the Hedgehog (and his famous catchphrase, “Gotta go fast!”), who celebrated its 30th birthday last month.

Sonic is a great example of how SEGA was able to register its company’s distinctive signs in its international markets.

Sonic the Hedgehog
(Photo: SEGA)

Beyond the original 1991 console game release of Sonic the Hedgehog, the character has since come to exist in a range of spin-off products, animated series and even movies, making widely obtained protection for all related trademarks even more important.

Read the full SEGA case study

Coming soon

We will be highlighting more of our latest case studies throughout the rest of the year, featuring innovative companies across a variety of different industries.

These case studies will provide you with insights into how companies can make the most of the Madrid System to support their global expansion and how protecting your mark abroad can help you obtain wider market recognition and increase your global competitiveness. Stay tuned!

Find out more

Read more case studies on trademarks.