Celebrations for Sonic the Hedgehog's 35th anniversary has kicked off today with a new commemorative trailer and microsite from SEGA of America.

Why it matters: The company plans a slate of activities throughout the year to celebrate the fandom, and the franchise's evolution into one of the most durable and recognizable brands in video games.

Take a look: The anniversary launched with a new trailer that highlights key moments from the blue blur's history.

Zoom in: According to a statement forwarded to Tails' Channel News, fans can expect the following throughout the year:

  • Digital content highlighting Sonic’s evolution across the decades,
  • Fan meet-ups and community gatherings,
  • Exclusive brand and retail partnerships featuring limited merchandise,
  • Museum pop-ups and art exhibits,
  • Live concert celebrations, and,
  • A brand-new narrative podcast.

What they're saying: "We’re incredibly proud to celebrate 35 years of our beloved Sonic franchise with our fans," said SEGA brand marketing vice-president Marcella Churchill to Tails' Channel News.

  • Churchill continued, "This milestone is not just a reflection of our past, but also a look toward the future as we continue to innovate and grow."

Between the lines: The plans suggests a focus on community engagement instead of a single marquee release of a major video game project, like previous campaigns for Sonic Racing CrossWorlds and Sonic x Shadow Generations.

  • Some fans pointed out on social media that SEGA did not announce or tease a new mainline Sonic game as part of the anniversary launch.
  • More anniversary-themed content will be announced throughout the year, though.