Sega Europe's chief Mike Hayes and Sonic Brand Director David Corless argues that the video-game character is still a strong icon.

This article titled “Sonic at 20: Sega’s little blue mascot is still going strong” was written by Neil Davey, for guardian.co.uk on Thursday 23rd June 2011 09.28 UTC

Would you believe that Sonic the Hedgehog is 20 years old? Since bursting on to consoles in 1991, the gaming world has changed immeasurably, yet Sonic spins on. It’s a remarkable achievement in a fast-moving industry, making Sonic a powerful … brand? Character?

“First and foremost, Sonic is a character,” explains Sega Europe’s chief executive Mike Hayes, although the presence of David Corless – whose business card reads “Sonic Brand Director” – suggests the company is very aware it’s both.

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