The challenge Turn the Sonic universe, one of the world’s most beloved gaming icons, into a loyalty programme capable of engaging the whole family. Create a dynamic, fun and highly collectible premium capable of bringing the energy of the racing world into the store, encouraging play and the desire to complete the collection. A challenge that brings together licensing, design and engagement mechanics to turn shopping into an even more compelling experience.
The solution The most iconic characters from the Sonic universe reimagined behind the wheel of racing cars with a distinctive, colourful and instantly recognisable design. Each Calamiticar brings Sonic’s signature personality, speed and adrenaline to the track, becoming a true play-and-collect item. Eurospin thus becomes the place where fun comes to life, thanks to a collection designed to engage children, families and fans of the franchise. A premium that strengthens the emotional connection with the brand and, purchase after purchase, fuels the desire to complete the entire series.