SEGA and LOM BABY Release $21,000 Sonic Figure with Synthetic DNA for 35th Anniversary

In celebration of Sonic the Hedgehog's 35th anniversary, SEGA has teamed up with the Japanese science group LOM BABY to create a custom figure priced at ¥3.3 million (around $21,000). This figure, approximately 9.8 inches tall, boasts a sleek chrome finish and features a glowing green Chaos Emerald in its chest, which contains artificially synthesized DNA. Each figure is assigned a distinct serial number. LOM BABY crafted the DNA by encoding Sonic's key characteristics—his blue color, incredible speed, adventurous spirit, laid-back demeanor, spin attacks, and swimming limitations—into genetic sequences. This innovative collective, made up of artists, engineers, and scientists, refers to these creations as 'DNA figures,' a novel type of bio-art toy. SEGA has assured that no AI was involved in the DNA creation process. Earlier this year, a life-size model was showcased at the SEGA Store Tokyo in Shibuya PARCO. Preorders for this collectible will be accepted until November 1, 2026, with expected delivery in January 2027. This project aligns with other unique Sonic art ventures, like Sharece's abstract works, and coincides with the emerging fusion of gaming and art, highlighted by Japan's forthcoming first museum dedicated to video game art.