Sega is celebrating the 35th anniversary of Sonic the Hedgehog with various marketing initiatives, including exclusive merchandise and events. Highlights include limited edition fashion collaborations and a "musical odyssey" featuring live orchestral performances of Sonic soundtracks. A notable announcement is the "Sonic the Hedgehog DNA Figure," a life-sized statue claiming to contain "Sonic's DNA," developed in collaboration with the Lom Baby project from Transeeds. This figure uses "cutting-edge biotechnology" and symbolizes Sonic's core essence encapsulated within a Chaos Emerald. The exhibition for the DNA Figure will open on June 23 at the Tokyo Sega Store.